Weekly Green Price

Coop

Many people want to eat healthier, but often experience it as complicated, expensive, or hard to maintain. Coop, a member-owned retailer with a strong focus on sustainability and value, set out to make healthy choices simpler and more accessible in everyday life.

Weekly Green Price is an always-on initiative where the price of one fruit and one vegetable is reduced by at least 25% every week, all year round. Never less, often much more. The idea turns a long-term health ambition into a clear, repeatable habit members can rely on week after week.

Rather than focusing on short-term offers, the concept is built as a long-term promise, supported by a flexible communication system designed to work across paid media, owned channels, and in-store – without weekly production pressure.

Visually, fruits and vegetables are elevated as heroes, balanced on a podium like winners. The compositions symbolize balance in everyday life – between health, value, and enjoyment. Carefully composed but never perfectly symmetrical, the stacks reflect a human, achievable ideal rather than perfection. The podium signals priority and value, while the visual system remains consistent, recognizable, and built to evolve over time.

Creative Lead/Art Director: Max Rosell
Creative/Copywriter: Peter Fjäll
Account Executive: Christian Nivelius
Account Manager: Amelie Lagerstedt
Final Art: Olof Rogbrant
Intern Art Director: Emi Celis
Photo: RBLS
Retouch: RBLS
Advertising Agency: BANG Agency