Coop launches new website and talks about himself in a ‘together’ ad

“You are the Cooperative. Yes. But the Cooperative belongs to everyone”. This was said by Marco Pedroni, head of Ancc-Coop and Coop Italia, during the presentation of the supermarket’s new communication campaign. The outstanding scene is the Parenti theater in Milan. The new ad ‘I am no a robot’, curated by the agency under the creative directorship of Giovanni Porro, might be a better place to preview it, as it’s as short as the commercial but as full as a movie. The aim of the new campaign, as always, is to continue to build that strong identity that characterizes the brand and the community of people who know themselves at Coop. “We want to talk about what Coop is. Not many people know about it. The Coop card is a stock. So Coop is owned by 6 million Italians,” Pedroni said.

A piece that contributes to the ‘Allenian’ intellectualisms, from the brilliant non-commercial scribblings of Ugo Gregoretti, the clear and direct self-irony of Lieutenant Colombo, the appeal to Luciana Littizzetto from a decade ago and an outstanding testimony from 2019. to ‘car’ stories, the archetype of large-scale distribution, reinterpreted as a small, big hero capable of virtuous deeds. From consumerism in the 1970s to ‘good shopping that can change the world’, Coop’s current position as an available tool for members and consumers to make their own choices and therefore positively steer the market.

For Pedroni, this is “a bold choice we are about to make. In a time of difficulty where inflation continues to bite the shopping cart, we still believe it is necessary and necessary to reaffirm our values ​​and identity. We are convinced that our cooperatives can only benefit from this way of approaching and understanding.” and we will ensure the necessary harmony both with those who are already a part of our world and with those who want to get closer to us and follow us.”

New Coop point

The spot, which will be launched on the main television networks and digital circuits on April 16, develops precisely around this theme – “together”. Together, because the Coop brand is made up of people, not capital. Images taken in Uruguay are a journey into a different dimension, revolving around a visual mechanism with great impact. It begins with a single movement that multiplies forever to symbolize the community of more than 6 million members. A small to large gesture that can truly make a difference and change the world for the better when done by a large number of people. The movie ends with a subscription invitation on the Coop membership card (not a loyalty card) that lets you enter an establishment where the point of sale is just the gateway.


Coop message “Together”

The new corporate website will also be launched together with the new coop.it website, spot, which replaces www-e-coop.it. It will no longer be a simple supermarket portal, it will be easier for frontline members to participate in ‘corporate’ life with information. It’s a mix of tools that oscillate between the emotional nature of the spot and the more didactic explanation at the point of sale. There’s also the hashtag #10 reasons to join, which aims to spread the themes and dedication of the many unknowns.

Maura Latini, managing director of Coop Italia, said, “There is consistency with what we are talking about today, when we talked about ‘revolution on the shelf’ a year ago, leading to new offering of branded products. Now – he said – we have close to 2,500 new products out of 5,000 products (reformulations, content A project that looks to the present and the future, starting with the sustainability and transparency of our supply chains, but also refers to the indispensable principles expressed by the ‘Together’ campaign. role as a bulwark to defend the purchasing power of families”. In short, Coop affirms that its customers are seen not only as consumers, but also as a real community that is different but living together.

Source: Today IT

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