Own-brand positioning with individual theme setting
Coop has 15 own brands designed to appeal to different groups of consumers, from organic food lovers, to vegetarians, to fans of convenience. In addition to raising brand awareness, profiling each of the own brands and introducing new products, one of the communications goals is to strengthen the Coop umbrella brand.
Strategy & solution
Farner devises a strategic theme setting approach for each own brand, which it delivers via media and influencer relations, shows and events, online and offline corporate publishing and People PR.
The interplay between traditional advertising and marketing PR reinforces the likeability and perceived quality of Coop’s own brands.