The Co-op, one of the first retailers to offer Fairtrade products has been a leader in the Fairtrade movement for 30 years, we believe this is a story worth shouting about.
The time had come to be loud about this original story and be proud of the work they do for good causes around the world.
A small revolution took place to overall the current offering through impactful creative that focused on powerful messaging that resonated with a more conscious customer.
Product titles took a back step and the packaging led with a power statement, linked to one of the many ‘good cases’ Co-op supports.
The overall 360 approach of the ‘good cause’ messaging was key in defining the update. Out with the black and white imagery and in with a dynamic, colourful and snappy storytelling style to capture the customers attention and inform of a better choice.
The takeover didn’t stop there, weaving itself onto the premium ‘Irresistible’ line.
Set against the Irresistible design the same colours, hierarchy and messaging reinforced the ‘Fairer Choice’ message across store.
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