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
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]