Case_TOMARKET

to.market's challenge

Develop a communication initiative both in-store and across the brand’s owned digital channels, with the aim of raising awareness about the environmental impact of specific food categories.
Inform to.market customers about environmental impact issues by providing information on the carbon footprint associated with the production, transportation, and distribution of individual food products.

01
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.

02
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

Carry out an environmental impact assessment of the individual stages in the production of a range of food products (production, packaging, waste along the supply chain, transportation, retail, and land-use change).
Develop an environmental communication strategy using specific materials to be displayed within to.market stores in order to raise consumer awareness.
Identify the most effective way to communicate complex content in a clear and accessible manner, providing objective and scientifically validated information while avoiding negatively influencing customers’ purchasing decisions regarding specific food products.

The activity

Create high-impact physical and digital communication materials to be displayed in-store alongside the shelves showcasing the products.

Distill the scientific information and analyses produced in order to identify a simple and accessible communication approach; develop graphic templates consistent with the store’s visual identity that can be adapted to specific double-sided materials.
This included studying the materials and installation methods for the various stores, as well as developing an informational campaign across to.market’s digital channels.

See the result > https://www.linkedin.com/feed/update/urn:li:activity:7328396373874069505/

03
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.

Incorporating impactful, scalable, and long-term projects into consistent communication that strengthens the company's sustainable positioning.

Debunking sustainability myths to drive the ecological transition.

Supporting the company in establishing a comprehensive sustainability journey, while also assisting in the implementation of specific actions.

Strengthening the flagship brand's sustainable positioning by combining environmental projects aligned with sustainable events and impactful actions.

Turning the company's environmental awareness into a structured approach reflected in processes, products, and communication.

Communication of environmental projects to engage stakeholders and new targets.

Raise awareness about the environmental impact of food and its production and distribution processes.

to.market's challenge

01
Coop's challenge

02
The activity

The Role of LifeGate

The activity

03
The results in figures

Case studies

Communication of environmental projects to engage stakeholders and new targets.

​​Raise awareness about the environmental impact of food and its production and distribution processes.

to.market's challenge

01Coop's challenge​

02The activity

​The Role of LifeGate

​The activity

03The results in figures

Case studies

Raise awareness about the environmental impact of food and its production and distribution processes.

01
Coop's challenge

02
The activity

The Role of LifeGate

The activity

03
The results in figures