Coop is one of the three largest retail chains in Norway and the only one owned by its members. Coop is also among the country’s leading sponsors of sports. This raises our customers’ expectations for how we contribute to society.
Coop and Kreftforeningen (the Norwegian Cancer Society) have collaborated for 16 years, building a value-driven partnerships that engages both customers and employees in the fight against cancer. What began with selling silk ribbons has grown into a powerful nationwide campaign, combining Coop’s social responsibility with business goals to drive sales, strengthen reputation, and boost employer branding.Combining Coop’s corporate social responsibility with business goals is essential for commercial effect. The partnership is focusing on fruit and vegetables and physical activity which is one of the Norwegian Cancer Society main goals to prevent cancer. We know that 30% of all cancer cases can be prevented and the partnership has become a crucial part in reaching out to the population with this important message.
By combining traditional marketing elements with sports sponsorships in a unique way, Coop has contributed to exceptional coverage for the Pink Ribbon campaign, reflected in donations, awareness, and engagement. Since the collaboration began, Coop has contributed with NOK 100 million to the cancer cause, making it one of Norway’s largest contributors in the fight against cancer. Since the partnership started, the survival rate of breast cancer has increased by 16%, highlighting the impact of this important initiative.
