Edgell

Unlock Your Super-Self

The key insight we gained regarding the canned food market is that such products are vacuum-sealed and their nutrition is sustained until consumption. Edgell's shtick is that they use naturally all-Australian ingredients, but many people assume that canned produce isn't that healthy because of this method of preservation.
We decided to play to this strength and deliver the message that people can unlock their 'super-selves' with Edgell.

Challenge: People are not entering the supermarket with the Edgell brand top of mind, which leads to them comparing on price when they get to the shelf – and Edgell is not the cheapest. They cost more, but customers don’t know why they should pay more, opting for home brand products from Coles and Woolworths or cheaper products like McCains.

Target Audience: Think busy families. Not necessarily buying the product for a specific meal but storing them in the pantry and forgetting about them. Often a tin of canned veg is an afterthought, tossed in the basket just in case. People are not going to the store to buy Edgell specifically. They need to understand the value of Edgell and why they should pay more. They want to add more quality veg into their diets but find it hard to balance competing priorities while serving up great-tasting food.

Deliverables: Online video, social media, OOH & in-store

Brief SMP: Spark kitchen magic

Brief provided by VML Melbourne
Art Direction: Annabel Lewin & Ocean Wachirapornprut / Strategy: Chloe Hanson

Shoppers can redeem a portion of the Super-Self puzzle for every three Edgell products they buy.

Left: Social media video
Right: AI chatbot accessible via social media that offers recipes, lifestyle tips and product recommendations tailored to the user.

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