COOP / ÄNGLAMARK – Brand Awareness campaign
The Änglamark brand was much liked but not bought. For one reason, we discovered, the product range was initially not developed with the value-based target group in mind. At the same time, we found that people interested in sustainably produced, organic food also was more than the average interested in their own health. We formulated the new brand position for Änglamark as: "Healthy, Organic and Fair" and developed a new assortment strategy. We also assisted in the procurement of a total redesign. Since few, at this time, made the connection between ecology and their health, we developed a communication concept to gain attention around this issue. Our ambition was to provoke a debate. We considered the time ripe to focus on the health risks that our chemical society entails.
As we anticipated, the campaign attracted lots of attention from the press and the public. It received strong reactions from conventional grain growers leading to a debate about organic food production, discussed in Swedish news channels such as Aktuellt, TV4 Nyhetsmorgon, Daily Papers, and the Evening Press (as front-page news).
International Awards:
Gold in the Eurobest Awards, Gold in the Epica Awards. Gold in th Cresta Awards.
The Änglamark brand was much liked but not bought. For one reason, we discovered, the product range was initially not developed with the value-based target group in mind. At the same time, we found that people interested in sustainably produced, organic food also was more than the average interested in their own health. We formulated the new brand position for Änglamark as: "Healthy, Organic and Fair" and developed a new assortment strategy. We also assisted in the procurement of a total redesign. Since few, at this time, made the connection between ecology and their health, we developed a communication concept to gain attention around this issue. Our ambition was to provoke a debate. We considered the time ripe to focus on the health risks that our chemical society entails.
As we anticipated, the campaign attracted lots of attention from the press and the public. It received strong reactions from conventional grain growers leading to a debate about organic food production, discussed in Swedish news channels such as Aktuellt, TV4 Nyhetsmorgon, Daily Papers, and the Evening Press (as front-page news).
International Awards:
Gold in the Eurobest Awards, Gold in the Epica Awards. Gold in th Cresta Awards.
National Print Campign, Photography: Gösta Reiland.
National TVC Campaign. “The Restaurant”, produced by Felix Herngren, gained lots of attention and was awarded one of the most respected awards in the advertising world, the Cresta Awards, for best commercial.
