Content Marketing for Coop: Yjoo relaunches Hello Family magazine
The communications agency Yjoo conceived, edited and designed the Hello Family magazine for Coop. An example of how content marketing and journalistic content complement each other.
Coop's brief was to design a family magazine aimed at parents that triggers emotions, impresses with high-quality articles and fits in with Coop's brand world. Yjoo Communications won the pitch with a creative concept based on a simple motto: simply easier.
From conception to realization in three languages
The new Hello Family magazine is published in German, French and Italian. It has a clearer structure and aims to make life a little easier for families with tips, tricks and useful information. At the same time, family-friendly Coop products and services are to generate attention in a staged setting. The five main sections "Welcome", "Cooking & Housekeeping", "On the Move", "Living & Loving" and "Hello Family Club" reflect modern family life and what is needed for it. The mini section "Relax" offers a little relaxation in hectic family life with its mandala to color in.
More proximity thanks to emotional layout
Both content and design language are aimed at parents and grandparents. Emotional images and design elements ensure closeness and authenticity. The color coding of the individual sections supports orientation and at the same time provides warmth. The long recipe section with new recipes from Betty Bossi also appeals with its modern and Instagram-like photo style.
The Hello Family magazine comprises 52 pages and is published twice a year with a print run of around 650,000 copies. It is enclosed with the Coop newspaper (for family recipients) and can be taken home free of charge in larger Coop supermarkets throughout Switzerland. In a further step, the magazine will be published online on Hellofamily.ch prepared.
Responsible at Coop: Markus Graber (project management), Jacqueline Reist (project coordination), Sven Zgraggen (responsible for the Hello Family Club). Responsible at Yjoo: Nina Krucker (concept), Christian Nill (concept and editing), Deborah Paglialunga (project management), Remo Gerisch (art director), Rebecca Gerritsen (graphics).
