Situation analysis
The entire retail sector, especially grocery retail, had been under pressure for several years. In 2025, the sector contracted by 4%, consumer confidence was at a record low, and both prices and competitive pressure continued to rise. In addition, the government publicly criticised retail chains, directly accusing them of driving price increases.
In this tense environment, Coop challenged the simplified political narrative and took on the role of a thought leader, helping the public better understand how retail actually works, how pricing is formed, and why the sector matters for Estonia’s economy, food security and regional development.
Objective: Coop’s strategic shift
- Position Coop Eesti Keskühistu as Estonia’s most reputable company in the eyes of consumers and society, despite economic uncertainty and pressure on the sector.
- Strengthen Coop’s credibility as a company that stands for affordable prices, local food and regional balance.
- Increase the visibility of Coop’s leaders and experts in public debate.
- Establish Coop as an influential and trusted voice on socially important economic and retail topics.
- Increase organic media coverage without using paid media.
Messaging and communication strategy
- We focused on earned media and reduced the role of paid advertising in order to build visibility through meaningful, high quality communication.
- We deliberately took on a thought leadership role and brought a fact based perspective into the public debate on retail, explaining pricing logic, margins and the sector’s wider impact on society.
- We broadened the circle of spokespeople and gave Coop’s top executives and experts a clearer role in public discussions, enabling the company to speak consistently across different topics and channels.
- We connected communication to socially important themes such as food security, local food, regional development, national defence, community support and responsible business.
- The messages were supported with meaningful partnerships, investments and initiatives, placing stronger emphasis on the local level and demonstrating Coop’s role in supporting communities, regional development and people’s everyday lives in Estonia.
Results
- Strategic communication delivered notable results in both reputation and visibility.
- Coop Eesti Keskühistu was named Estonia’s most reputable large company in 2025.
- The company entered the top ten most desirable employers and became the most attractive employer in the retail sector.
- Coop achieved record media visibility with 3239 mentions, 68% of which were positive.
- Coop became Estonia’s most mentioned retail chain, with an almost 22% share of voice.
- The visibility of top executives increased significantly, in several cases multiplying compared with previous periods.
- The communication also strengthened Coop’s position as a leading voice on socially important topics, raising public awareness of pricing, food security and the importance of regional development.