The Organic Effect

The campaign won a Grand Prix, a Gold and a Silver in Cannes Lions, a D&AD Impact White Pencil, a Gold Trophy at the Andys as well as three bronzes at Eurobest.

Background
Coop is one of Sweden’s largest supermarket chains. With a strong focus on organic products, they're taking steps to lower price on organic food to make it accessible to more people.

Research shows that people respond better to the idea of buying organic food when it's put in the context of their health rather than the health of the environment (in other words, people don't care about the earth enough to pay extra for their carrots.)

Idea
What happens to your body when you switch over to organic food? We teamed up with a scientist and an average Swedish family to find out.