Weekly Green Price

Coop

Coop set out to make healthier choices easier to understand and easier to maintain. While many people want to eat better, it’s often perceived as expensive, complicated, or difficult to sustain over time.

Weekly Green Price turns that challenge into a simple, repeatable habit. Each week, one fruit and one vegetable is discounted by at least 25%, creating a consistent, accessible entry point for healthier living, an ongoing commitment.

The idea is built as a long-term system rather than a short-term campaign. A flexible communication framework allows it to live across paid media, owned channels, and in-store environments without requiring constant reinvention.

Visually, fruits and vegetables are treated as heroes, elevated on podiums like winners. The compositions balance structure and imperfection, reflecting an achievable everyday ideal rather than perfection. The result is a recognizable and scalable visual language that reinforces both value and aspiration.