Ch 2017: The summer is made on the grill
For the second time, Coop is teaming up with the Bernese agency Contexta for the barbecue season. This summer, it's back to what really counts: barbecuing.
The barbecue is our most beautiful playground: we rub cloves of garlic over pores, brush on marinade, and sprinkle coarse salt before reverently placing the precious piece of meat on the grill and never taking our eyes off it until it is cooked to perfection. Reason enough for Coop and Contexta to bring grilling back into focus.
https://www.youtube.com/watch?v=/8vcvD99054Y
The resulting campaign is a single invitation to get back to the grill. With messages like "At the stove you make food. At the grill, legends.", with grill inspirations online and at the POS, and with live events in front of Coop stores, Switzerland will once again be inspired to grill this year.
https://www.youtube.com/watch?v=/9Ot4E97ZDpA
Coop butchers also play a central role in the campaign. As experts, they not only stand for Coop's meat expertise, but also directly invite customers to visit the Coop butcher's shop with five counter promotions. "Our butchers make a big difference," says Sacha Zuberbühler, Head of Marketing Communications at Coop. "When it comes to grilling know-how, they are the best advisors."
https://www.youtube.com/watch?v=/lZpGQONlwuo
Like last year, Contexta develops and programs the Coop Grill Hub, a popular grill platform with almost half a million visitors. New this year is the linking of recipes with Coop@home, so that with just a few clicks the desired ingredients are delivered right to your home. SEA as well as linking with online content and social media activities, also penned by Contexta, ensure the desired traffic throughout the grilling season.
The barbecue campaign lasts 18 weeks. For 18 weeks, Coop and Contexta want to get Switzerland excited about grilling. (pd/hae)
Responsible at Coop: Thomas Schwetje (Head of Marketing/Digital Services), Sacha Zuberbühler (Head of Marketing Communications), Roland Frefel (Head of Category Management/Procurement Fresh 2), Marc Weber (Overall Project Management), Oliver Johnson (Head of Digital Marketing), Anja Kapust (Project Management Digital Marketing), Christian Lüdi (Head of Social Media & Content Marketing), Stephanie Stähli (Project Manager Social Media), Simon Flatt (Head of Media), Karin Heliopoulos (Head of Media Classic), Vanessa Finzer (Head of Culinary), Fabian Schneider (Category Manager Meat). Responsible Lead Agency: Contexta. Responsible for music/composition: Roman Camenzind (Executive Producer), Georg Schlunegger (Composer & Producer), Fred Herrmann (Mixing Engineer), Noemi Mathis (Project Management HitMill). Responsible at Farner Brand Communications: Nina Krucker (Conception). Responsible at TWmedia: Stephan Küng (Managing Director). Responsible for TV production at Stories: Greg Bray (Director), Yves Bollag (Executive Producer). Photography Culinary: Photography:Lukas Lienhard (photographer), Pascal Kamber (photographer); retouching: Süsstrunk & Jericke (retouching).
