Case study: Co-op Christmas range launch

Co-op held a launch event in July to showcase its new Christmas range at Carousel Next Door.

Objectives

Co-op wanted to launch its Christmas food range to both its staff and to press. As there was no turkey, the traditional central ‘Christmas dinner’ aspect of the show was removed, which provided greater flexibility to do something different.

The launch also needed to incorporate several themes including the Co-op way – an ethical approach to retailing; Britishness; and Hygge (the Danish word which describes a feeling of cosiness and contentment).

Solution

Co-op brand values and the Co-op membership scheme were at the forefront of the show's message. The traditional turkey centrepiece was removed, and the focus was on the convenience offering which the Co-op is best known for.

A carousel design was used to depict the notion of ‘what goes around, comes around". A selected number of products were on display, ensuring the range of food and the quality stood out, rather than the quantity.

Displays were designed to highlight different charities that have benefited from the Co-op’s membership scheme.

Verdict

Victoria Simons, PR & planning manager communications at Co-Op was very happy with the results. Shesaid: "We were delighted with the show, both in terms of what it looked like but also the way it ran through the day, the logistics and smooth set up/set down process and that, is in no small amount, due to your hard work and planning – so, thanks so much!

"I think it definitely ran better than last year, as we made changes from 2016 and feedback from both journalists and internal stakeholders was all very positive."

FACT FILE
Event: Co-op Christmas Showcase
Venue: Carousel Next Door
Date: 6 July 2017
Delegates: 100

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