Valencia Communication creates thank you campaign for Coop
In mid-March, Coop launched a large-scale thank-you campaign. For the campaign’s design and implementation, Coop once again partnered with the Basel-based agency Valencia Kommunikation. As part of the campaign, the agency also produced the very first Fooby cookbook.
In 2018, Coop would like to thank its loyal customers and all employees for their loyalty with a thank-you package for cooking, eating and enjoying food. The package contains Fooby recipe cards, a recipe card box, a branded Fooby cooking spoon and - the big surprise - a Fooby cookbook specially designed for the campaign
"Fooby has really hit the mark with Coop customers. We have received very positive feedback. That's why it quickly became clear that we could make our customers really happy with a thank-you package with Fooby content. It should be an inspiring, high-quality thank-you gift," explains Vanessa Finzer, Head of Advertising, in a press release.
For the elaborate Fooby cookbook, Valencia consistently adapted the Fooby image and language style and carefully prepared the content. The layout and texts were created in-house, while the numerous images were created in several shoots with food stylists and photographers. The book cleverly combines the analog and digital Fooby worlds: QR codes at key points in the book direct the user to recipe videos and how-to instructions on the huge Fooby online platform. QR codes in the recipes allow users to quickly save them in their own digital cookbook, create shopping lists and adjust the number of people depending on how many people they are cooking for.
The fact that a cookbook was designed for the thank-you campaign was also a logical step for Creative Director Tommy Schilling: "Just like the Fooby team, we at Valencia always want to push projects that little bit further. As with the Fooby magazine, the Fooby cookbook is the result of our teamwork, enthusiasm and expertise - just a little more extensive this time."
The thank you campaign started in mid-March and will run for five weeks. At the start of the campaign, Coop customers and employees received a voucher with which they can collect their thank-you package from their Coop supermarket. In addition, 5000 packages will be raffled off every week during the campaign. The campaign will be accompanied by advertisements and various communication measures at the POS.
Responsible at Fooby/Coop: Thomas Schwetje (Head of Marketing/Digital Services), Sacha Zuberbühler (Head of Marketing Communication), Vanessa Finzer (Head of Advertising /), Robert Suter (Head of Marketing Production / Purchasing), Katja Leu (Project Manager Advertising / Fooby), Florian Fritz (Project Manager Advertising / Fooby) Nathaline Neuschwander (Reporting & Projects), Raquel Garcia (Intern Advertising / Fooby), Maryline Hermann (Project Manager Advertising). Responsible at Valencia: Tommy Schilling (Creative Director), Iraklis Hungerberg (Senior Account Director), Mirjam Müller (Consultant), Jasmin Marty (Communications Planner), Bettina Dölker (Proofreader), Gianna Burghartz (Art Director), Daniel Nussbaumer (Art Director), Nadine Geschwend (Art Director), Madelien Knörzer (Graphic Designer), Guillermo Garcia (Senior Copywriter), Sebastian Refardt (Senior Copywriter), Anne Flückiger (Junior Copywriter), Emanuel Plüss (Head of Polygraphic Department), Yves Bucher (Project Manager Polygraphy), Marina Onofri, Joëlle Puglisi, Quentin Müller, Silvia Schneider (Polygraphy).
