SHARING OUR IDEAS FOR LAUNCHING A MEAL-PREPARATION INITIATIVE WITH THE CO-OP

Challenge

The challenge was this: how could the Co-op transcend its existing ready meal line-up to inspire shoppers to play a bigger role in meal preparation without the need to buy specialist ingredients or equipment?

Pitching our approach to this major shopper activation initiative

The concept we shared with the Co-op team – ‘Make It Your Own’ – was a category execution centred around creating a destination in-store. The theme and concept were brought to life through central characters, all of whom were ‘ordinary people’ from familiar places so as to boost relatability.

Result

To provide maximum visual impact in-store, we created an exciting concept designed to support the entire shopper journey and shout about the big idea. From external window graphics to fixture theatre creative, point of sale (POS), recipe cards and ready-to-go packaging, this category exploration was all about facilitating the success of the Co-op’s new product development (NPD) launches and making it easier for time-challenged mission shoppers to quickly grab everything they need to prepare an exciting, well-balanced meal.

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