It can be tough watching your kids leave the nest. Time moves fast. For Coop, we came up with an idea that helped the sentimental parents, the kids, and Coop itself.
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In a crowded market, we reframed the meal kit as a human, relatable moving-out story that could spark conversation. To boost awareness of Coop.dk Mad, we created the Curling Box, a nod to Denmark’s “curling parents,” the local term for helicopter parents.

It was packed with everything a first-time mover needs, from vegetables and laundry detergent to rosé and condoms. Parents simply ordered it, and Coop delivered it straight to their child’s new home.

It made it to the newspaper Berlingske and was also discussed twice on the public service radio station P3.