YJOO orchestrates 360° communication for Free From

With its own brand Free From, Coop has been committed to ensuring that people with food intolerances can shop easily and enjoy their food without worrying for ten years.Food intolerances are a reality in Switzerland. One in four people is now affected. Coop's own brand Free From has been aimed at precisely this target group since 2006. For its 10th anniversary, the packaging design has been revised, the labeling is now even clearer, and the range has been expanded. The range currently comprises over 350 products.Scientific study at the heart of communicationToday, one in five Coop customers regularly buys lactose- or gluten-free products. In Ticino, one in three customers even buys Free From and for 88% of those surveyed, the packaging is the most important source of information. These are just some of the findings from the study conducted by Coop to mark the 10th anniversary of its own brand Free From. The study is the centerpiece of the communication concept developed by YJOO. The study design was developed by Coop together with YJOO and the key results and figures on the development of the product range were subsequently prepared as an infographic.Orchestrated 360° communication from a single sourceThe results of the study were presented to the media at the beginning of September as part of a moderated roundtable discussion. Under the title "Lactose- and gluten-free diet: need or trend?", Roland Frefel, Head of Coop Fresh Products and responsible for Coop Free From, and Dr. Georg Schäppi, Managing Director of aha! Allergy Center Switzerland, discussed the topic with nutritionist and coeliac Diana Studerus. YJOO was responsible for everything from developing the script and the discussion guide to organizing the entire roundtable setting, and after the communication kick-off, the anniversary messages were disseminated via online and offline channels. These include the new appearance of the product website, a newsletter on the relaunch, new advertisements and information brochures, as well as special offers for the target group. YJOO supported Coop in all measures, both in development and implementation, and has been working for the retailer since 2011.