Co-op: Foodology

Good food, together

Founding a culinary school to educate 70,000 Co-op employees

Employee Engagement

Responsible Resourcing

Retail Ecosystems

Working with Underscore, the online Foodology hub launch provided all 70,000 Co-op Food staff with access to education on food trends, cooking techniques, and health and wellbeing. The successful campaign established the “Foodology Culinary School” in partnership with Leiths, providing masterclasses to the ‘Delicious Food’ team, technical teams, and commercial buyers.

During the launch period, the broader Co-op Food business leveraged the Foodology campaign to actively improve its reputation with reports of total food sales growing by 3% to £3.7 billion and like-for-like food sales increasing by 1.7%.

Co-op are the UK’s leading food retailer. They wanted to capitalise on and continue this growth by defining what makes them unique and improving internal brand engagement within their workforce.

To do this we took a look at their innovation, their recipes and the wider ingredients that raise the passion levels for ‘all things food’ within all of their 70,000 colleagues.

We discovered that good food, and the joy of sharing it with others, is core to the Co-op’s identity. Foodology was the name of our collective ‘sub brand’ outcome where together you harness, explore and share a collective passion for good food and create a culture that permeates through the business.

Services

Brand Identity

Corporate Change

Digital Design

Employer Branding

Placemaking

Sectors

Food & Beverage

We discovered how they do things differently to inspire a sense of passion and pride.

Diagram of how to build a good-food community

Engaging with employees and customers via interviews and workshops allowed us to identify key audiences and core pillars to build the new Foodology brand upon.

Celebrating an innovative and inspirational food culture in a very unconventional and inspiring way.

70,000 people reached

70,000 people were reached with trends, recipes and wider issues to raise the passion levels for ‘all things food’.

“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.”

Breige Donaghy
Director of Delicious Food at Co-op

Ready to create the next big thing?

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