Issuu

COVER

+Brand Strategy

+Visual Identity Updates

BRAND STORY

A Legacy of Good Times, Good Food, & Happy Vibes –

Melting Hearts Since 1979.

For years, Coop’s Pizza has been more than just a pizzeria. It has been a cornerstone of our community, where families gather, friendships are built, and memories are made. Our family-owned, local restaurant has thrived on a foundation of quality, consistency, and superior hospitality. With a dedication to hand-crafted, homemade flavors, we’ve built a legacy of serving up positive, happy experiences—one slice at a time.

Now, we’re expanding beyond our restaurant doors, bringing the same good food, good service, and nostalgia to our partners freezers. Coop’s frozen pizzas deliver an authentic pizzeria experience at home, maintaining our commitment to superior ingredients, hand-crafted recipes, and family-friendly flavors. Our expansion marks the next chapter in our story, one that stays true to our roots while welcoming new customers to the Coop’s family.

COOP’S PIZZA BRAND IDENTITY

Product Offerings

CORE BRAND PILLARS

1. Authenticity & Tradition – Founded in 1979 in Hayward, WI, Coop’s has decades of expertise in crafting great pizza.

2. Handcrafted Quality – Unlike mass-produced frozen pizzas, Coop’s uses premium ingredients and real pizzeria techniques to ensure every bite tastes homemade.

3. From Our Pizzeria to Your Freezer – Staying true to its roots, Coop’s is now bringing the same beloved flavors from its legendary pizzeria to frozen pizza lovers.

4. Midwestern Values – Coop’s is built on hard work, quality, and a love for great food, making it a brand people trust and feel connected to.

5. Family & Community – A brand that brings people together, just like a hometown pizzeria should.

BRAND PERSONALITY:

• Warm & Welcoming – Just like a great local pizzeria, Coop’s makes people feel at home.

• Genuine & Down-to-Earth – No gimmicks, just real, handcrafted pizza made with love.

• Quality-Driven – Every pizza is crafted with care using only the best ingredients.

• Rooted in Tradition, Made for Today – Honoring its past while embracing a modern frozen pizza market.

VISUAL IDENTITY & MESSAGING:

• Logo & Packaging: Classic yet fresh, balancing heritage with a premium frozen food appeal.

• Tone of Voice: Friendly, nostalgic, and confident— communicating expertise without being overly commercial.

MARKET SEGMENTATION

Target Demographics by Personality

1. THE NOSTALGIC FOODIE AGE: 35-55

• Lifestyle: Values authenticity and high-quality food, enjoys cooking but appreciates convenient options.

• Buying Habits: Shops at premium grocers (Whole Foods, Kowalski’s, Lunds & Byerlys), willing to pay more for superior ingredients.

• Pain Points: Dislikes mass-produced frozen pizzas that taste artificial or lack real pizzeria flavor.

• Marketing Message: “Taste the tradition—real pizzeria flavor, straight from our kitchen to your home.”

2. THE BUSY FAMILY COOK AGE: 30-45

• Lifestyle: Parents with kids, looking for easy yet high-quality meal options.

• Buying Habits: Buys in bulk at Target, Costco, or local grocery stores. Seeks better-for-you frozen foods.

• Pain Points: Wants quick meal solutions without sacrificing taste or quality.

• Marketing Message: “A restaurant-quality family meal—ready in minutes!”

3. THE SMALL-TOWN LOYALIST AGE: 40-60

• Lifestyle: Lives in or has ties to the Midwest, supports local brands, and enjoys traditional comfort foods.

• Buying Habits: Shops at Hy-Vee, Festival Foods, or co-op grocery stores. Prefers brands with a story and heritage.

• Pain Points: Prefers local products over big corporate brands but struggles to find high-quality frozen options.

• Marketing Message: “From our small-town pizzeria to your table—handcrafted since 1979.”

Brand Title

Name of Content on the Slide

BRANDED MERCH

Spreading the Coop’s Love

BRANDED MERCH

Spreading the Coop’s Love

CROSS-PROMOTIONAL BRANDING

On-Table items & Advertising for Frozen Pizza / Products

BRAND EXTENSIONS

Name of Content on the Slide

Brand Title

Name of Content on the Slide

12” PIZZA LABEL - OPTION 1

Fitting the Log Cabin On a Shelf

12” PIZZA LABEL - OPTION 2

Farm To Table

12” PIZZA LABEL - OPTION 3

This is Not Your Average Pizza

PRE-LAUNCH PIZZA LABELS

To Tease Corresponding Labels for Launch

PRODUCTION OPTIONS:

A. LOOSE 2-SIDED POSTCARD TUCKED UNDER WRAPPER (BRAND+FLAVOR ON FRONT, DIRECTIONS ON BACK)

B. ADHESIVE-BACKED, FULL-COLOR, LABEL (APPROX 4”X6”) 1-SIDED, BRAND+DIRECTIONS

FROZEN PIZZA

Strategy & Positioning

THE FROZEN PIZZA STRATEGY

Coop’s should lean into its heritage and handcrafted quality to differentiate itself from mass-produced brands, while also modernizing its message for broader appeal. It’s not just another frozen pizza—it’s a legendary pizzeria experience made for home

BRAND POSITIONING STATEMENT: (NOW)

At Coop’s Pizza, we’ve been melting hearts since 1979 with our commitment to good times, good food, and happy vibes. As a family-owned, locally rooted brand, we are dedicated to quality, consistency, and superior hospitality. Our hand-crafted, homemade pizzas deliver an authentic, pizzeria-style experience with premium ingredients, ensuring every bite is filled with nostalgia, flavor, and happiness. Coop’s Pizza is more than just a meal—it’s a tradition, a memory, and a connection to the people and places we love.

LATER: OUTSIDE REGION STORY?

At Coop’s Pizza, we’ve been crafting pizzeria-quality pizza since 1979. Born in our small-town pizzeria, we bring the same handcrafted tradition to your home with our frozen pizzas—made with premium ingredients, fresh cheese, and our signature sauce on a crisp, pizzeria-style crust. More than just a meal, Coop’s is a tradition—delivering real flavor, real quality, and real connections with every bite.

THE FROZEN MARKETPLACE

Product Offerings

1. MARKET OPPORTUNITY

Growing Demand for Premium Frozen Pizza

+ The frozen pizza category is a $6.6 billion industry, growing as consumers seek restaurant-quality meals at home.

+ Shoppers are moving away from mass-produced brands and toward small-batch, high-quality frozen pizzas.

+ Coop’s bridges the gap between artisanal quality and grocery convenience.

2. PRODUCT OVERVIEW & DIFFERENTIATION

What Sets Coop’s Pizza Apart?

HANDMADE CRUST – Just like in our restaurant, made fresh and frozen for optimal texture.

SIGNATURE SAUCE – Slow-simmered with a blend of premium tomatoes and spices.

HIGH-QUALITY TOPPINGS – Locally sourced cheeses, meats, and veggies.

PIZZERIA TASTE AT HOME – Delivers an authentic, crispy, and cheesy experience straight from the oven.

INITIAL VARIETIES:

CHEESE - Marinara sauce and Wisconsin mozzarella cheese.

CLASSIC PEPPERONI – A timeless favorite with premium pepperoni and mozzarella cheese.

SAUSAGE -Homemade Italian sausage, mozzarella

cheese & marinara sauce

SUPREME -Marinara sauce, pepperoni, Canadian bacon, homemade Italian sausage, onions, mushrooms, green peppers, mozzarella & cheddar cheese.

MEAT EATER - Homemade Italian, sausage, pepperoni, Canadian bacon, marinara sauce, and mozzarella cheese

3. RETAIL READINESS & PACKAGING

+ Eye-Catching & Freezer-Friendly Design

+ Bold branding with clear flavor differentiation.

+ Transparent ingredient callouts to appeal to health-conscious shoppers.

+ Retail-compliant packaging with nutritional’s, cooking instructions, and barcode.

RETAILER RELATIONS

4. MARKETING & PROMOTIONAL SUPPORT

DRIVING AWARENESS & RETAIL SALES

In-Store Sampling & Promotions –Engage shoppers with live tastings.

Digital & Social Media Campaigns – Targeted ads, influencer collaborations, and giveaways.

Brand Story Content – Highlighting Coop’s history and transition to retail.

Chef & Influencer Partnerships – Leverage food bloggers and tastemakers to generate buzz

5. PRICING & WHOLESALE TERMS

COMPETITIVE & PROFITABLE PRICING MODEL

MSRP: $XX-$XX per unit (dependent on variety and retailer positioning).

WHOLESALE COST: $10 (based on retailer volume and distribution agreements).

CASE PACKS: 6 pizzas per case.

Minimum Order :XX cases per store launch.

6. RETAILER BENEFITS WHY PARTNER WITH COOP’S?

Coop’s presents a high-quality, high-margin product that stands out in the frozen aisle, appealing to consumers looking for better ingredients, nostalgic flavors, and restaurant-level taste at home. Backed by strong regional recognition and a growing demand for premium frozen options, Coop’s is positioned to drive sales and customer loyalty while expanding beyond its local roots. Stocking Coop’s means bringing a fresh, handcrafted frozen pizza to your customers—one that delivers quality, authenticity, and a great story.

+ Proven Brand Loyalty– Built-in customer base from 37+ years as a pizzeria.

+ Premium Offering– Higher margins in the growing premium frozen pizza segment.

+ Retailer Support – Dedicated promotional plans to drive foot traffic and sales.