CO-OP: Filipino Independence Day - Maple Diversity

CO-OP:
Philippines INDEPENDENCE DAY

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THE BRAND

 
Federated Co-operatives Limited (FCL) is a Canadian cooperative that provides products and services to over 170 retail cooperatives in central Canada in the agriculture, energy, and retail sectors. FCL co-operates with grocery stores named ‘CO-OP’ across Alberta, Saskatchewan, and Manitoba.

 

THE CHALLENGE 
 
Filipinos are one of the major visible minority groups in the Prairies and CO-OP is the preferred grocery stores for Filipino customers. The goal is to show how CO-OP acknowledges and celebrates the Filipino palate on Philippines Independence Day and enhance Filipino Canadians’ shopping cart size at CO-OP.

THE KEY INSIGHT

 

Filipino Canadians are very proud of their ethnic heritage, traditions and customs. During Philippines Independence Day, family and friends celebrate together with traditional food, music and dance. It is  time to remember and cherish their roots and pass on these traditions to the generations after.

 

THE BIG IDEA

 

The Filipino flag and map are symbolic to the Filipino Canadians. It is loved and respected by them – a reminder of where they come from. We aim to showcase the Filipino’s sense of pride by incorporating their national identity – celebrating and triggering a nostalgic connection with their heritage and identity.

THE EXECUTION

 

We drew inspiration from the unique features of the Filipino flag and map. Additionally, we created distinct traditional Filipino dishes that emits fragrances that outlined the shape of the Philippines map. The creatives are enhanced by the vibrant representation of traditional food such as Pork Adobo, Beef-Vegetable Caldereta, and Fried Spring Rolls, which creates a mesmerizing effect. This approach not just showcases the authentic traditional Filipino cuisine but also the celebrates Philippines’s sovereignty and pride.

THE RESULTS

 

This campaign achieved phenomenal results, exceeding the expectations and generating 1,691,094 impressions with a CTR rate of 0.41% in a period of 4 weeks. The campaign’s creative concept was amplified through multi-media channels and was adapted for in-store and trade branding as well.

 

 
 
 

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