TOTALSPIEL & COOP SUPERMARKTEN
THE CHEERFUL SUPERMARKET MAGAZINETHAT TURNES CUSTOMERS INTO MEMBERS
What started as a one-off publication grew in 10 years into a unique membership platform, with a magazine 6 times a year and thousands of customer participations. A platform that showed Coop supermarkets as the warm cooperative that it is.
AT THE KITCHEN TABLE WITH COOP
In 2011, Coop supermarkets wanted to publish a one-off glossy to celebrate their 120th anniversary. A pitch followed, from which Totalspiel won with the concept: “From us”. A magazine that would be created entirely together with customers.
During the production of the magazine, there was enormous enthusiasm among the Coop team, suppliers and customers. It’s a shame to only publish something like this once. Two editions were therefore published in 2012. Four were published in 2013. The magazine was published six times from 2015 onwards.
58 magazines: thousands of tips
The amount of stories from Coop customers and suppliers turned out to be inexhaustible. In 10 years, thousands of people have shared their recipe tips and inspiration. A total of 58 editions of At the kitchen table with Coop were published.
The Christmas edition 2020 was created together with interim editor-in-chief Miljuschka Witzenhausen.
THE MOBILE KITCHEN TABLE
From 2017, the kitchen table also came to you. The mobile kitchen table drove around the Netherlands to cook at Coop stores. This resulted in special specials, such as the Grote Buurtbbq in Den Ham, the pancake day in a nursing home and regional specials throughout the country.
The mobile kitchen table in action.
"The editors are constantly doing things that are completely not allowed in a culinary magazine. But it's so much fun!"
Jurylid Customer Media Awards 2015
AAN DE KEUKENTAFEL.NL
From 2015, customers could join digitally on Aandekeukentafel.nl. Here were hundreds of recipes, but much more important: here people could submit their tips. Who had the best oliebollen recipe? Who has the best chowder? Who can make old-fashioned kneelers? Thousands of tips found their way to the editors. And the tipsters appeared again in the magazine, immortalized with their recipe.
In 2015, At the kitchen table was nominated for a Grand Prix Content marketing in the User Generated Content category.
TEAM THROUGH THE YEARS:
TOTALSPIEL
Robin Klaassen
Yke Bartels
Suzanne Bodegraven
Racheda Kooijman
Elmke Hendrix
Rob van der Vet
Ernie Enkelaar
Frank Ruiter
Paula Schouten
Diana Roos
Silena Boersma
Han van Zadelhoff
Natasja Knijff
Deborah van der Schaaf
Margo Vlamings
Martijn Blokland
Jocelyn de Kwant
COOP SUPERMARKTEN
Yvonne van Asselt
Jurjen Worp
Mariëlle Witjes
Chantal Koolhout
Nanda Kotterman
Leanne de Jong
Marijke van der Mee