Olive wins Coop Liguria campaign on celebrating its people

The Olive team has reached an exciting milestone, winning Coop’s creative pitch and bringing to life the new campaign "Più che personale. Persone." (“More than personnel. Personal.”).

Today, Coop is a network of 75 cooperative enterprises, with over 60,000 employees and more than 6 million members, making it the largest member-based organization in Liguria. Founded to meet families’ supply needs, this cooperative has built a strong bond with its territory, promoting local products and actively working to preserve the region’s artistic and natural heritage. Designed to attract new talent, Coop Liguria is offering 100 young professionals under 30 the chance to join a three-year paid training program, with the goal of preparing them for leadership roles in stores and at headquarters.

To celebrate Coop’s 80th anniversary, Olive focused on a simple yet powerful idea: every Coop team member is more than just staff—they’re individuals with their own unique stories, worth recognizing and valuing. Through the cases of five employees, the campaign highlights Coop’s commitment to supporting its people by promoting work-life balance, parenthood, and professional development.

The campaign will be featured on the website and social media, as well as in-store and event displays, with print ads in major newspapers.