Case_coop

Coop's challenge

The broader need was to strengthen the sustainability positioning with targeted communication in order to inform and engage consumers and stakeholders in the different territories, along with local communities and new targets. This also led to a request to develop environmental projects in line with the strategy.

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Coop's challenge

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The activity

LifeGate interpreted the strengths and distinctive features of the Brand by outlining approach,
initiatives and communication plans necessary to establish the leadership of Coop.
Among the various activities, LifeGate has
accompanied Coop Italia on the path dedicated to the engagement strategy of its supply chain by being part of the scientific committee of "Coop for Future."
Business-to-business partnerships: the Captain Findus brand is partner in the LifeGate Plasticless project, thanks to the sponsorship of 10 of Coop's 46 Seabins plus 1 Trash Collec'Thore 1 PixieDrone.

The Role of LifeGate

Strategic Consulting

2. Implementation: Developing a strategy to highlight the company's commitment to sustainability and engage a younger target audience.

3. Communication:
Creating a communication plan for Coop's sustainable positioning on LifeGate's media network.
Launching communication campaigns for environmental initiatives promoted in collaboration with LifeGate on its media network.
Participating in national events and TV features on joint initiatives.
Contributing to Coop's video stories.
Joining the scientific committee of "Coop for Future."
Organizing events and promoting joint press office activities.
4. Reporting: Online and offline initiatives to engage LifeGate’s millennial and Gen Z community.

The activity

2019-2022
Campaign: "A Sea of Ideas for Our Waters"
- 46 Seabin devices installed across 15 Italian regions.
- 5 new waste-collecting technologies installed (Trash Collec’Thor and PixieDrone).
- 2 underwater waste collection activities conducted by professional diving teams.
- Over 40 events organized.
- Participation in the Barcolana regatta and the international Sea Summit in Trieste.
- Over 2 million online campaign views.
- Project: "Every Bee Counts"Over 1 billion bees protected.
- More than 500 artificial nests for bees and pollinators placed throughout Italy.

2024-2025
Project: Blue Forest
Coop contributes to habitat restoration through monitoring, restoration, and protection of Posidonia oceanica meadows, a marine plant indicating the health of our seas, in three areas:
- Liguria: Reforestation of 200 sqm of Posidonia in the Bergeggi Marine Protected Area.
- Puglia: Monitoring of three large Posidonia meadows in regression.
- Tuscany: Installation of a buoy field in 2025 to protect declining Posidonia meadows near Elba Island, along with reforestation of an additional 100 sqm of Posidonia.

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The results in figures

- 46 Seabin devices installed in 15 Italian regions;
- 5 new trash-collecting technologies installed (Trash Collec'Thor and PixieDrone) as part of the "A Sea of Ideas for Our Waters" campaign;
- 2 waste collection activities from the seabed with professional dive teams;
- More than 40 events organized;
- Presence at Barcolana and the international Sea Summit in Trieste;
- More than 2 mln views of online campaigns;
- More than 1 billion bees protected with the "Every Bee Counts" project;
- Over 500 artificial nests for bees and pollinators placed throughout Italy.