Valencia plunges into herb garden adventure for Coop
Coop is kicking off spring with «Adventure Herb Garden»—featuring plush reversible animals and seed balls for kitchen herbs. Valencia is handling the marketing for the collectible promotion.
Among other things, three reversible plush animals can be snatched up in the spring collection campaign. The inside of the figures can be turned inside out, turning a butterfly into a caterpillar, a bee into a sunflower and a ladybug into a lucky clover. Other collectible rewards include four different seed balls and colorful plant pots.
Valencia Kommunikation was entrusted with the entire promotion of the collection campaign. An entertaining TV spot in two different lengths sets the scene for the articles in the context of a children's magic show. In addition, an online package of measures tailored to the individual channels was developed. On YouTube, three bumper spots put the spotlight on the various premiums. Short spots tailored to the target group were developed especially for use in social media channels, and an appropriately designed Brand Day was to attract attention on various news portals. In addition to a concise visual, the order also included various POS advertising materials, as well as a collector's booklet and a mailing.
The promotion will run from Friday in Coop supermarkets as well as Coop City, Coop Bau+Hobby, Coop@home and Coop Restaurant. Customers receive 1 collector's stamp for every 10 francs purchased.
Responsible at Coop: Vanessa Finzer (Head of Advertising); Simon Bohnenblust (Head of Advertising Promotion/Sales Promotion); Sabine Gnand (Project Manager Advertising Promotion/Sales Promotion); Saara Jeisy (Project Manager Market Development); Joachim von Allmen (Head POS Retail); Simon Flatt (Head of Media); Karin Rieth (Head of Media Classic); Lukas Schmid (Senior Project Manager Digital Media); Rahel Kühne (Head of Social Media & Online Campaigning); Irene Roth (Intern Online Campaigning); Oliver Pursell (Social Media Manager). Responsible at Valencia Communication: Tommy Schilling (Creative Director); Iraklis Hungerberg (Senior Account Director); Meret Renggli (Junior Consultant); Sebastian Refardt (Senior Copywriter); Michael Wenk (Art Director); Nadine Gschwend (Art Director); Emanuel Plüss (Head of Polygraphy). Responsible at WirzFraefelPaal ProductionsStefan Fraefel (Executive Producer); Nina Wirth (Producer). Responsible at HitMill: Fred Herrmann (Composer, Producer); Roman Camenzind (Executive Producer); Noemi Mathis (Project Manager). Responsible at TW MediaStephan Küng (overall responsibility); Manuela Renner (media planning); Simon Heiniger (Head of TV); Sven Däschner (Head of Online).
