Coop, once the leading supermarket chain in Sweden, had been losing market share for years and needed to reignite their brand. In this ad (and in the film “Welcome back”) it admits that it had lost its way and vows to reclaim its role as the consumer’s supermarket chain. A chain that dares to be inconvenient for suppliers, for the benefit of the consumer. Case in point: “The organic effect”, a film showing what happens in your body if you switch to eating organic food. The film wasn’t too popular among everyone in the food industry, but it was very well received by consumers, with almost 30 million views to date.
