Stefan Ekengren’s new campaign for Coop Sweden this autumn will be followed by other promotions for Christmas and New Year
Coop Sweden has enlisted the help of award-winning chef and restaurateur Stefan Ekengren to encourage its shoppers to buy more vegetables.
“This campaign with Stefan Ekengren raises questions and lifts the lid on inspiration for how we get more vegetables into our everyday food intake,” says Johan Öhlin, marketing director of Coop Sweden.
During a series of commercials to be aired this autumn, mainly on social media, Ekengren explains how he focuses on a single colour – preferably green – when it comes to incorporating vegetables into dishes.
“Green dishes are often seen as a complement to something else, but vegetables are fantastic to combine with each other,” he says. “By thinking colour in colour you crack the code – it always works, I know that after all the years in the kitchen. It feels great to be able to convey more green with green at Coop.”
The collaboration is not Coop’s first with Ekengren, who has previously provided recipes and tips that were printed on Coop’s own-branded potato bags.
In addition to the latest work on vegetables, other promotions ahead of Christmas and New Year are also planned.
