Coop wants to increase the sales of its organic food. In a time when most people talk about sustainability and eco, Coop turns the tables. By talking about its non-ecological assortment, Coop wants to normalize organic food and take the debate on eco and sustainability to a new level.
Prints will be added on billboards, public transportation and relevant news-papers, in order to get the message out there. Coop's non-ecologcial food will be labeled "non-ecologic" in their stores during one week at the launch of the campaign. The amount of organic food purchased by the customers is stated as a percentage on the checkout receipt.
On the campaign page coop.se/oekologiskt, there is an 'Ecometer' that displays the amount of organic food sold by product and Coop-store. By logging onto 'Mitt Coop', the customer receives individual statistics on purchased food and also advice on organic alternatives.