| Title | THE ORGANIC EFFECT |
| Brand | COOP |
| Product/Service | RETAIL STORES |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Contributing Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Agency
|
SCREAM Gothenburg, SWEDEN
|
|
Production Company
|
B-REEL Stockholm, SWEDEN
|
Credits
| Anders Härneman |
Forsman/Bodenfors |
Account Supervisor |
| Lena Grundström |
Forsman/Bodenfors |
Account Executive |
| Johan Eghammer och Johanna Hofman-Bang |
Forsman/Bodenfors |
Art Director |
| Johan Olivero |
Forsman/Bodenfors |
Copywriter |
| Viktor Brittsjö/Axel Söderlund |
Forsman/Bodenfors |
Designer |
| Magnus Kennhed |
Forsman/Bodenfors |
Agency Producer |
| Mikael Marcimain |
B-reel |
Director |
| Lina Ehrenpreis |
B-reel |
Producer |
| Lia Eliasson |
B-reel |
Executive Producer |
| Manuel Claro |
B-reel |
D.o.p |
| Dino Jonsäter |
B-reel |
Editor |
| Martin Mighetto |
Chimney |
Sound |
| My Troedsson |
Forsman/Bodenfors |
Senior Planner |
The Campaign
Coop, once the biggest supermarket chain in Sweden, had steadily lost market share for two decades. And now their competitors were catching up in the one area where Coop had dominated – organic food. They needed to re-establish their leadership on organic food. And they needed to reignite their brand.
They decided to do it by trying to make a real difference for organic farming. Globally. This is an international issue, and a big part of what Swedes eat is imported.
The key insight was that most people aren't willing to pay more for a product because it's better for the environment. (Although many of them are willing to pay more for a product that they perceive to be of higher quality, or healthier.) And surveys showed that organic food was still associated more with "good for the environment" than with "good for me".
So Coop decided to communicate something that no other food company had dared talk about: The fact that if you eat conventional food, you have a number of different pesticides in your body – and that if you switch to organic food, the pesticides disappear within days.
This is important information, especially for Coop's target audience, families with kids, considering more and more research indicates health risks for growing children.
Enlisting IVL, the Swedish Environmental Research Institute, Coop sponsored an experiment with an ordinary family and made a short film about it. The film was posted on Coop's website, YouTube and Facebook.
(On Coop's website you also found the full report from IVL, and loads of advice on how to eat more organic without breaking the budget.)
The film has been viewed more than 35 million times (and counting) all over the world, generating news coverage, blog articles and social media posts with a total reach of 1.8 billion.
A survey showed that 57 % of those who had seen the film said it would make them buy more organic food.
And the campaign helped reignite the Coop brand, contributing to the company's best financial result in 23 years.
"The Organic Effect" is a short film about a scientific study. Not the first study of its kind – many larger studies had previously shown the same thing. But very few people knew about these findings. That's why Swedish supermarket chain Coop sponsored a new study – and filmed it, so that the results could be presented in a more accessible format than a scientific report. Which led to a piece of original content that has ignited a global discussion about how we grow our food. (And helped reignite Coop's brand in Sweden.)