As a small player in a noisy category, attention is essential for Coop Prix. That’s why, in a season where competitors are shouting about price and selection, we chose to slow things down — and swim against the current.
No sizzling steaks. No smiling families. No shopping carts. Just a sloth, floating quietly through the ad break — reminding us that summer is short, and groceries shouldn’t steal time from it.

The campaign continues Coop Prix’s “Fort Gjort” universe, where efficiency isn’t just a practical benefit — it’s a philosophy. Fast, easy shopping means more time for the things that actually matter: lakes, lawns, naps in the shade — whatever your version of summer looks like.

The campaign was launched across TV, online video, cinema, out-of-home, print, and social — including 15 unique TikTok videos tailored to different communities.