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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.
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.
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.
of colleagues know
what’s going on in
of colleagues agreed it
know more about
of colleagues made to
feel proud of working
“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.”