Campaign details

Brand: Coop
Agency: Edelman, Stockholm and Edelman, London



Food waste is a global problem and Sweden is no exception. 38% of the food in Swedish households is wasted and unlike what people in general think, households are responsible for more food waste than companies. A reason being is that people often throw away products that have passed their over-cautious best before dates, without smelling or tasting first.


Coop, Sweden's second largest grocery chain, known for its sustainable practice, wanted to raise awareness about food waste in an engaging way, and by doing so being perceived as the most environmentally-conscious Swedish brand within FMCG.


  • 5 million earned-media-impressions (half of Sweden's population)
  • 20 news-articles