Coop Naturaplan turns 30 - and celebrates with a campaign by TBWA\ Zurich

The new claim "Organic is in our nature" is intended to show the self-image that the organic brand of Coop has organic in its DNA - for 30 years now.

It is 30 years since Coop launched the organic brand Naturaplan, making organic food with the Bio Suisse bud widely available as early as 1993. Thirty years later, there are 8,700 organic products, 5,000 of which are organic foods, and 3,800 of which bear the Bio Suisse bud. TBWA\Zurich was commissioned to accompany the anniversary year with communications and to help Coop Naturaplan achieve even greater visibility.

Strict organic guidelines

The conceptual basis of the campaign: For the well-being of humans, animals and the environment, Coop Naturaplan has been following the extremely strict organic guidelines of Bio Suisse for 30 years. Only those who have organic in their DNA can implement and adhere to these standards: Coop Naturaplan. The new claim, "Organic is in our nature," is intended to express this self-image unequivocally and serve as a motto for a range of advertising measures. The centerpiece is a film produced by director Humbi Entress and cameraman Fabian Kimoto. Accompanied by the Steppenwolf song "Born to be wild", it stages the idea that we are still close to nature as children and that Coop Naturaplan, through the work of its producers, ensures that we do not lose this closeness even as adults.

Print with 30 subjects

A print campaign with around 30 subjects is designed to focus on the natural roots of Naturaplan foods. The products' packaging is depicted as contours to highlight Coop Naturaplan's focus on the quality and origin of its raw materials. A variety of other advertising media such as OOH, POS, giveaways, banners or bumpers round off the communicative appearance. The film will be shown in a 45-second and a 20-second version, and the campaign will unfold throughout the entire anniversary year.

Responsible at Coop: Thomas Schwetje (Head of Digital & Customer Directorate), Sacha Zuberbühler (Head of Marketing Communications), Vanessa Finzer (Head of Advertising), Luca Schwarz (Head of Advertising Image/Proprietary Brands), Christof Braun (Project Manager Advertising Image/Proprietary Brands), Florian Lanovic (Head of Social Media/Campaigning), Michel Bannier (Social Media/Campaigning), Joachim von Allmen (Advertising POS), Kathrin Wullschleger (Advertising POS), Sibel Sahinbay (Advertising POS), Simon Flatt (Head of Media), Karin Rieth (Head of Media Classic), Lukas Schmid (Senior Project Manager Digital Media). Responsible at TBWA\ Zurich: Manuel Wenzel, Susanne Weeber, Michael Kathe, Susanna Fill, Jan Krohn, Alina Biedermann, Monelle Kanza, Maude Mahrer, Stefan Orian, Naomi Gulla, Nico Hediger, Massimo Dalla Palma, (creation), Esther Ortega, Sabrina Iseli, Karin Schweizer, Ilenia Peluso, Verena Rainer (consulting) Toni Rubera, Carolina Alpiger, Marc Pflug, Simona Mink (DTP) Domenico Catena, Fabrice Studer, Karl Hofmann (Vido Production). Responsible at OnfilmxStories: Humbi Entress (Director), Fabian Kimoto (Camera), Michèle Seligmann (Executive Producer), Alexander Wyssling (Line Producer), Stefan Künzler (Location & Unit), Robin Fessel (Production Design), Marion Fritschi (Styling), Nicola Fischer (Makeup), Caspar Brog (Gaffer), Nino Burkart (Key Grip), Edoardo Moruzzi (Head of Postproduction), Oliver Don (Editor), Fabian Kimoto (Color), Denis Elmaci (Sound Design). Responsible at Visualeyes: Amadeus Waltenspühl (Illustrator) @Visualeyes Artists Zurich. Responsible at HitMill: Fred Herrmann (Producer), Roman Camenzind (Executive Producer), Noemi Mathis (Project Management) | Song by Steppenwolf, Mars Bonfire. Responsible at TWMedia: Stephan Küng (overall responsibility), Manuela Brunner (Media Planning), Pearl Kathriner (Senior TV Planner), Damiano Vitali (Head of TV), Sven Däschner (Head of Online), Miriam Küng, Madeleine Huber-Tröndle (Online Media Planners). Responsible at Cover Media: Baschi Thommen, Rainer Ammann (Audio Engineer), Angelina Belintani (Production).

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