It’s a rare retailer that doesn’t have an online store, but logistically the Co-op had difficulties. Their ‘local’ status increasingly under threat from the major grocers they needed to develop content that would truly do more for their brand.

To create an accessible, stand-out, multi-channel magazine that would embody The Co-operative Food’s values whilst inspiring customers to create and enjoy great meals from their weekly shop.

We needed to create a point of difference for The Co-operative Food from other supermarkets. Research showed that recipes and ideas in existing titles were often too difficult and off-putting to many customers.

Our approach to developing content fell into three themes:

1. Practicality: accessible, easy-to-follow, straightforward recipes and advice.2. Fun: the magazine is for everyone, and is never intimidating – food is fun.3. Enticing: encouraging and inspiring. As three of the strengths of The Co-operative.

Food centres around convenience and location.  We needed to ensure that there was a down-to-earth flavour to content wherever possible, with readily available ingredients used in recipes.

Taking it Multi-Channel

Content from the magazine is re-purposed across The Co-operative Food’s website, email campaigns and social media. Video content is used to demystify simple processes and to show how easy the recipes are to create.