Coop Italia: Eco Radio ad

With this campaign, Co-op Italia raised awareness among younger consumers of the retailer's sense of environmental responsibility and so distinguished itself from competitors focused on price.

Coop Italia: Eco Radio ad

Y&R Italy Milan

Advertiser: Coop ItaliaBrand: Coop ItaliaCountry: Italy

Objectives

The campaign's main objective was to raise awareness of the environmental responsibility that distinguishes the company from the other main competitors. In a world where supermarkets are falling into an area where only price competition matters, Coop needed something more to distance it from 'merely' selling. The company also needed to strengthen its awareness among the younger clients, hence required a solution that would attract that target while effectively communicating its eco-friendly aspect.

Strategy

The client's brief was to raise...

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