Yjoo: 360° communication for Free Form

For ten years, Coop has been committed to ensuring that people with food intolerances can shop easily and enjoy their food without worrying, with its own brand Free From. In order to further expand the largest range in the Swiss retail trade, Coop has relaunched its Free From brand and, with the expert support of Aha! Allergiezentrum Schweiz, a study was carried out. Yjoo Communications supported Coop from the outset in the conception, planning and implementation of all anniversary communication measures, thus ensuring that the measures were properly orchestrated.

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 communication

Today, one in five Coop customers regularly buys lactose- or gluten-free products. In Ticino, one in three customers 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 Free From brand. The study is the core of the communication concept developed by Yjoo. The study design was developed by Coop together with Yjoo and the most central results as well as figures on the development of the assortment were prepared as infographics in the follow-up.

Orchestrated 360° communication from a single source

The 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 nutrition: need or trend?" Roland Frefel, Head of Coop Fresh Products and responsible for Coop Free From, and Georg Schäppi, Managing Director of aha! Allergiezentrum Schweiz, discussed the topic with Diana Studerus, a nutritionist and coeliac sufferer. Yjoo bore the comprehensive responsibility from the development of the script and the discussion guide to the organization of the entire roundtable setting.

After the communication launch, the anniversary messages were further disseminated via online and offline channels. These include the new appearance of the product website, a newsletter for the relaunch, new advertisements and information brochures, and extend to special offers for the target group. Yjoo has supported Coop in all measures, both in development and implementation, and has been working for the retailer since 2011.