Edgell has unveiled a selection of satisfying new on-the-go meal choices with the ‘Finally, Salad with Substance’ campaign from BWM Dentsu.
Launched last week, the campaign supports Edgell’s new Bean Salad range, and aims to reposition the shelf vegetable category as a go-to for nutrition savvy consumers looking for a tasty, convenient, on-the-go lunch option.
Simplot Australia senior brand manager – shelf vegetables Ben Dixon said the campaign highlights the balance between taste, convenience and nutrition that the new Bean Salad range delivers.
“The nutritional benefits of salads make them a common lunch choice, but they often leave diners feeling unsatisfied. We wanted to create an on-the-go food option that matched the nutritional benefits of a salad while also promising satisfaction, from a variety great tasting ingredients,” Dixon said.
“We’re excited to be offering consumers an innovative range of delicious products they can enjoy without hassle.”
The Edgell Bean Salad range is the first product of its kind to be launched in the shelf stable category.
BWM Dentsu creative director Tim Gill said the challenge for the agency was finding a way to disrupt perceptions of the shelf vegetable category while staying true to the Edgell brand.
“We knew when we started working on this product launch that people tend to shop in the shelf vegetable section of their supermarket for ingredients and don’t expect to find quality on-the-go meal options there,” Gill said.
“To help change people’s perceptions of the category, we created a campaign that aims to position the Edgell Bean Salad range as a nutritious choice that fits in with consumers’ busy lifestyles – a welcome, if unexpected, addition to the shelf vegetable aisle.”
The campaign, which runs from January to March, will appear in print, digital and OOH, and will be supported on social media during January and February.
Creative Agency: BWM Dentsu
Client: Simplot Australia
Senior Brand Manager – Ben Dixon
Marketing Communications and Branding Manager – Susan Foley