Case Study |

Co-op food stores (Federated Co-operatives Limited) wanted to build an audience for their Gold label products among both their own customers and their competitors’. They had not had much luck influencing their competitors’ customers with previous digital and traditional media campaigns, so they came to us to try something different and to direct their digital and video ads towards reaching this audience.

These specialty products were featured in display ads and a video campaign called Made By Us. They are quality food items made by Canadian companies such as coffee from Richmond, BC’s Canterbury Roasters; almond toffee cookies from Winnipeg’s Gourmet Baked Goods; lake trout, northern pike and walleye caught and packaged by two First Nations co-operatives in northern Saskatchewan; filler-free pet food from Guelph’s Trouw Nutrition; potato chips from Hartland, NB’s Covered Bridge Potato Chip Company; sorbetto from Mario’s Gelati in Vancouver; jam from Saskatoon’s Riverbend Plantation; and Imagine interior and exterior paint from Bennett Tools in Concord, ON.

Federated Co-operatives Limited is a members-owned group of food stores, agro and home centres, petroleum and cardlock facilities, and gas bar, convenience store and car-wash complexes. FCL is headquartered in Saskatoon and operates about 250 locations across the western provinces. As a proud Canadian company, they’ve partnered with other Canadian companies who create specialty batches of their products to be sold under the Co-op Gold label.