Rooted in Community: How We Helped Willy Street Co-op Grow & Fleurish
Expertise Delivered
The Challenge
As a mission-driven cooperative, Willy Street Co-op plays a vital role in Madison’s food ecosystem—supporting local farmers, championing sustainability, and ensuring food access for all.
But as the organization grew, so did the need to clearly communicate its impact—not just to current owners and shoppers, but to the broader public. They needed a partner who could help them tell their story in ways that were authentic, inclusive, and impactful.
The Willy Street Co-op has three retail locations, its own production kitchen and an entertainment space known as Aubergine. The Willy Street Co-op boasts over 33,000 members and is among the largest and longest-standing food cooperatives in the United States.
Our Approach
Over time, our work has evolved to include:
- Strategic media outreach to celebrate milestones and community-driven initiatives
- Video storytelling to bring the Co-op’s mission to life for online and broadcast audiences
- Digital content and campaign strategy to connect with younger, values-aligned consumers
- Photography and messaging to showcase local partnerships and real community impact
The Results: A Brand That Feeds People and Purpose
Strategic Media Coverage
Secured local and national media placements, including PBS Wisconsin, Channel 3000, and top regional outlets, especially around landmark anniversaries like the 40th and 50th—helping the Co-op claim its space as a leading voice in food justice and sustainability. We also produced a mini-documentary about the Co-op which aired on movie screens in Madison.
Thought Leadership & Advocacy
Positioned Co-op leaders as experts on cooperative economics, equity in food systems, and the role of local businesses in environmental stewardship—raising their influence and visibility.
Mission-Driven Video Production
Created emotionally resonant video content for campaigns such as (. )—videos that educated, engaged, and inspired. These assets were used in-store, online, and in regional media, reaching thousands.
Sustained Community Engagement
Through consistent messaging, visual storytelling, and earned media, the Co-op strengthened brand loyalty and deepened its connection with both long-time owners and new audiences.
