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Channels
Let’s Talk About Food
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in a nutshell

The Co-op transformation is well and truly underway – getting back to their roots and focussing their attention on the welfare of their people, customers, members and suppliers.

READ MORECLOSE

the challenge

With approximately 56,000 customer-facing colleagues throughout the UK, the Co-op needed a communication channel that worked hard to provide a consistent message to every single colleague, to instil pride in a new purpose, and to help communicate their core values. With limited access to digital channels in stores and sites, expert print and award-winning design was the only way to go for a right message, right channel, right time approach.

Modern consumers and editorial fanatics have a plethora of choice when it comes to smart, well-designed and well-informed magazine content, so why should an employee magazine be any different? Employees are consumers of content, after all.

the response & delivery

Starting right back at the beginning of Co-op’s rebrand in May 2016, and after robust insights into the current channels mix, we wanted to use the existing colleague magazine as a key communications tool to help drive and engage colleagues in the purpose and story of Co-op. This was more than just a magazine design rebrand.

Using some smart print solutions, we were able to create a dramatic opening to the magazine, revealing the new brand and that iconic cloverleaf logo. The story of the Co-op’s roots in community and membership through the Pioneers played out throughout the magazine, bringing the narrative to life page-by-page and telling compelling stories with a colleague focus.

In workplaces with so few colleagues connected digitally, print makes a lot of sense. With digital playing a supporting role in giving readers choice in how they accessed their content and top-notch, award-winning design and content to boot, the results speak for themselves. Not only does the magazine keep employees informed and inspired by a business in Rebuild, it gives leaders a tool to help them deliver messages and communicate with teams.

In short, Let’s Talk About Food gives all colleagues context, meaning, and personal ownership of Co-op’s purpose, of Being Co-op, Rebuild and The Co-op Way.

Print is dead. Long live print.

81%

of colleagues know
what’s going on in
the business

73%

of colleagues agreed it
know more about
‘Being Co-op’

70%

of colleagues made to
feel proud of working
for Co-op

the impact

“I am glad we’re starting to shout about the good things we do... I feel our magazine has brought us together as a team - we’re sharing what we’re doing.”

Co-op store colleague