Edgell Launches ‘Salads With Substance’ Campaign Via BWM Dentsu

Edgell Launches ‘Salads With Substance’ Campaign Via BWM Dentsu

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.

Credits
Creative Agency: BWM Dentsu
Media: Initiative
Client: Simplot Australia
Senior Brand Manager
– Ben Dixon
Marketing Communications and Branding Manager – Susan Foley




Please login with linkedin to comment

brandmail jeff gomez video player measurement report

Latest News

Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
  • Advertising

Bastion Agency Appoints Cheuk Chiang As New ANZ CEO

Bastion has appointed one of the industry’s most respected and experienced leaders, Cheuk Chiang, as CEO for Australia and New Zealand to deliver against the agency’s plans for significant growth. Lead image: Jack Watts and Cheuk Chiang Chiang, whose career has been deeply rooted in innovation and leadership across creative, media, data and technology, where […]

Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
  • Marketing

Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport

It’s only Wednesday, and this week in the professional sporting world has already been shrouded in disappointment. From the Cronulla Sharks’ Braydon Trindall being barred from training and playing for the immediate future due to an alleged Drug and Alcohol driving charge, to the Newcastle Knights losing superstar Kalyn Ponga to a long-term injury and […]

The Power Of Nostalgia: Reinvented Macca’s Chant Gets Aussies Singing
  • B&T Exclusive

The Power Of Nostalgia: Reinvented Macca’s Chant Gets Aussies Singing

If you, like most of the country, can’t seem to get the iconic Big Mac chant out of your head and have been seriously craving a famous burger over the last few weeks, you have experienced first-hand the success of the latest Macca’s Big Mac campaign.  Bringing back the iconic chant and last week introducing […]

World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
  • Marketing

World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024

The 71st Sydney Film Festival has announced that it will present the World Premiere of Midnight Oil: The Hardest Line for its Opening Night Gala on Wednesday, June 5, at the State Theatre, followed by a post-screening celebration in the Sydney Town Hall. The Hardest Line tells Midnight Oil’s trailblazing story for the first time […]

Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
  • Marketing

Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards

IntelligenceBank, the platform that empowers global marketing teams to go to market faster, maintain brand integrity across channels and maintain legal compliance, is pleased to announce open entries for the 2024 Brandies. Once again, the Brandies will celebrate the brilliant brand work produced by marketing and brand heroes worldwide. Past winners included marketing teams from […]

The Fred Hollows Foundation Appoints Ardent For PR
  • Advertising

The Fred Hollows Foundation Appoints Ardent For PR

The Fred Hollows Foundation has appointed Ardent, an independent full-service agency, to lead its upcoming public relations campaign, concluding a competitive pitch process. The exciting partnership will see Ardent support The Foundation across earned media relations, ambassador procurement, influencer engagement, and social media amplification for their two major community fundraising events in 2024. With an […]

AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
  • Marketing

AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows

Fiverr International Ltd. has released its 2024 Business Trends Index, which is compiled from trending searches for freelance digital services on Fiverr’s platform. Among the millions of searches on the marketplace over the past six months, AI, eCommerce and social media marketing all saw significant increases. The Index shows that businesses are seeking out skilled […]

Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
  • Advertising

Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media

oOh!media has launched Perth’s first 3D anamorphic billboard. Located in Yagan Square, the billboard will display ads for local science museum Scitech, created by oOh!’s creative innovation hub POLY. Richard Moore, production and content director, POLY, said: “oOh! continues to invest in adding scalable 3D and 3DA technology to our digital network across Australia. It […]

MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
  • Marketing

MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI

Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]

Amanda Laing Announces Resignation From Foxtel Group
  • Campaigns

Amanda Laing Announces Resignation From Foxtel Group

The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]

The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
  • Media

The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special

After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]

Howatson+Company Acquires Akkomplice
  • Advertising

Howatson+Company Acquires Akkomplice

Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]

Google Delays Third-Party Cookie Deprecation Again
  • Technology

Google Delays Third-Party Cookie Deprecation Again

Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]

“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
  • B&T Exclusive

“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes

Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]