With the help of IVL, the Swedish Environmental Research Institute, Coop conducted an experiment with an ordinary family.
The experiment was documented in a 90 second film that was posted on YouTube and Facebook, and e-mailed to customers and known supporters of organic food around the world.
The full report from IVL was placed on Coop's website, along with loads of advice on how to eat more organic food without breaking the budget.
The film has been viewed more than 35 million times 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.
In Sweden, as expected, the campaign provoked attacks from the food industry. But this gave Coop an opportunity to take a stand for consumers' right to know what they're eating.
And the campaign helped reignite the Coop brand, contributing to the company's best financial result in 23 years.
Swedish supermarket chain Coop wanted to take their long time support for organic farming to the next level.
So they 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.
But most people didn't know about it.
Who'd tell them? Almost all food companies, and governments, are more or less invested in the conventional model of farming.
Coop was no exception, with the majority of sales coming from conventional food. But they needed to remind consumers of their leadership on organic food. And they needed to reignite their brand.