Case_VipValvenosta

Vip's challenge

The European Union aims to increase organic production to 25%, yet consumption is declining. The project objective was to boost sales of organic apples from Val Venosta across various markets by developing a strategy with a strong and distinctive positioning to revitalize the offering.
The intention was expressed to enhance interest and positioning for organic products among:
- Vertical organic retailers
- Discount retailers
- Traditional channels
- Local markets

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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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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

Strategically support the company in defining initiatives to protect market shares for organic apples in the Italian, German, Scandinavian, and Spanish markets through the following objectives:
- Reinforce VIP's position as a European leader in organic apple production by developing a bio-strategy with a strong and distinctive positioning.
- Differentiate from competitors with targeted communication campaigns, creating engagement activities that enhance the brand's visibility and appeal.
- Demonstrate the clear added value of Val Venosta organic apples to both B2B and B2C clients and consumers in a tangible way.
- Position Val Venosta as the best region for cultivating organic apples in Europe.

The activity

Our strategic and operational approach begins with an analysis of the market landscape in key distribution countries (Italy, Nordics, Germany, and Spain) concerning sustainability and organic (BIO) trends in the sector.
This includes evaluating sustainability positioning, conducting sociocultural context analysis, and identifying consumption trends and purchasing behaviors to understand consumer perceptions, communication codes, and the unique characteristics of target audiences.

This foundation enables the development of a cohesive brand positioning and communication strategy tailored specifically to the retail channel. It takes into account all critical elements, starting with sustainability themes, and is designed to create value for the brand while avoiding risks or missteps that could compromise its perception among the public, stakeholders, and the media.

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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.

Case studies

Brand communication

How to strengthen the sustainable positioning of brands, involving customers and business partners?

Progetto formativo

How to reposition oneself on circular economy issues?

Comunicazione strategica

What is the approach to becoming a sustainability leader in one’s reference industry? How to become a transformation driver for the entire sector?

Comunicazione di sostenibilità

What is the best corporate website structure to enhance sustainability content and integrate sustainable strategy into business?

Communication of environmental projects to engage stakeholders and new targets.

Develop a communication strategy with a strong and distinctive positioning.

Vip's challenge

01
Coop's challenge

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The activity

The role of LifeGate

The activity