The Co-operative Food Taste & Tell

The Co-operative Food

Taste & Tell


This activity was aimed at empowering 73,000 colleagues to reignite their passion for The Co-operative's own-brand food and to share this new-found passion with customers, family and friends.

This includes demonstrating the new food ranges to as many colleagues as possible, empowering colleagues to share and talk about their own-brand products, and delivering financial results and enhanced store performance by encouraging colleagues to actively sell own-brand food products.


fresh created a sampling roadshow to not only introduce The Co-operative Food own-brand product ranges to all colleagues, but to also encourage them to pass their knowledge of those products onto customers.

As part of the campaign, we also delivered internal communications and collateral, leaflets and coupons to all colleagues, and a Taste & Tell film featuring TV chef Simon Rimmer.


Giving Taste & Tell its own identity, collateral, film backdrops and the caterpods were designed to ensure maximum impact and engagement.

The Taste & Tell caterpods visited stores across the UK to enable colleagues and also customers to sample freshly prepared own-brand food. The employee engagement film was created to share the Co-op food story – cascading the passion and love that the food developers and taste teams have for the food to all stores and their colleagues.

The caterpods travelled to over 500 sites and covered over 25,000 miles of food sampling for colleagues and customers throughout the UK.

All 73,000 colleagues received a series of money-off coupons allowing them to sample the own brand food.

Coupon redemption was over 30%, 65% of stores watched the Taste & Tell film, over 85,000 samples were handed out, and almost 20,000 colleagues and 30,000 customers experienced face-to-face interaction.

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