Co-op: Foodology
Good food, together
Founding a culinary school to educate 70,000 Co-op employees
Employee Engagement
Responsible Resourcing
Retail Ecosystems
Working with Underscore, the online Foodology hub launch provided all 70,000 Co-op Food staff with access to education on food trends, cooking techniques, and health and wellbeing. The successful campaign established the “Foodology Culinary School” in partnership with Leiths, providing masterclasses to the ‘Delicious Food’ team, technical teams, and commercial buyers.
During the launch period, the broader Co-op Food business leveraged the Foodology campaign to actively improve its reputation with reports of total food sales growing by 3% to £3.7 billion and like-for-like food sales increasing by 1.7%.
Co-op are the UK’s leading food retailer. They wanted to capitalise on and continue this growth by defining what makes them unique and improving internal brand engagement within their workforce.
To do this we took a look at their innovation, their recipes and the wider ingredients that raise the passion levels for ‘all things food’ within all of their 70,000 colleagues.
We discovered that good food, and the joy of sharing it with others, is core to the Co-op’s identity. Foodology was the name of our collective ‘sub brand’ outcome where together you harness, explore and share a collective passion for good food and create a culture that permeates through the business.
Services
Brand Identity
Corporate Change
Digital Design
Employer Branding
Placemaking
Sectors
Corporate
Food & Beverage
We discovered how they do things differently to inspire a sense of passion and pride.
Engaging with employees and customers via interviews and workshops allowed us to identify key audiences and core pillars to build the new Foodology brand upon.
Celebrating an innovative and inspirational food culture in a very unconventional and inspiring way.
70,000 people reached
70,000 people were reached with trends, recipes and wider issues to raise the passion levels for ‘all things food’.
“Working with Neil and the Underscore team was totally refreshing. The Underscore approach is very much to connect and truly understand their client, brand and the challenge.”
Breige Donaghy
Director of Delicious Food at Co-op
Ready to create the next big thing?
EST 00:11
/
CET 18:11
/
PKT 15:11
/
CST 01:11
/
JST 11:11
/
AEST 10:11
/
PST 03:11
/
UTC 20:11
/
GMT 19:11
/
BST 19:11
/
MST 02:11
/
AKST 04:11
/
HST 06:11
/
BRT 23:11
/
ART 23:11
/
CLT 23:11
/
EET 17:11
/
MSK 17:11
/
WET 19:11
/
AST 17:11
/
GST 16:11
/
IRST 16:41
/
IST 14:41
/
BST_BD 14:11
/
NPT 14:26
/
THA 13:11
/
WIB 13:11
/
SGT 12:11
/
PHT 12:11
/
KST 11:11
/
CST_CN 12:11
/
HKT 12:11
/
TWT 12:11
/
NZST 07:11
/
FJT 08:11
/
EAT 17:11
/
CAT 18:11
/
WAT 19:11
/
SAST 18:11
/
UTC+1 20:11
/
UTC+2 20:11
/
UTC-1 20:11
/
UTC-5 20:11
/