Coop.Hooray! Best for Members!

Coop membership comes with plenty of benefits. The tricky part? Making them feel as good as they actually are.

For Coop Östra, we turned abstract bonus calculations into something everyone understands: food. An annual bonus suddenly became 300 litres of milk, 50 kilos of bananas or a whole lot of eggs. The campaign also introduced Coop’s new member identity, with a brighter and more playful expression. Less maths, more groceries – and a much easier way to see why membership pays off.