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Co-op wanted to capitalise on and continue this growth by improving brand engagement within their workforce.
We were commissioned to help the the UK’s No.1 food convenience retailer do things differently in how they approach skills development, look at innovation, gain knowledge of trends, recipes and wider issues and raise the passion levels for ‘all things food’ with all of their 70,000 colleagues.
Combine an infectious and inspirational food culture with friendly people and easy shops and you get ‘good food together’.
Good food, and the joy of sharing it with others, is core to the Co-op’s identity. Foodology is our collective brand outcome where together you harness, explore and share a collective passion for good food and create a culture that permeates through the business.
“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. The high energy and enthusiasm of the team ensured we worked with agility to deliver a brand that reflected how we as a business could connect our teams and suppliers to our passion and knowledge for food.”
Breige Donaghy
Director of Delicious Food at Co-op
From this, we then designed a dedicated space to focus on skills development for their people and share new ideas under the Foodology brand initiative. The fresh new look needed to evoke “the Co-op way” and how the innovative approaches of Foodology can really be put into practice.