Edgell launches ‘salads with substance’ campaign for new range 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.
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.
Ben Dixon, senior brand manager – shelf vegetables, Simplot Australia, said the campaign highlights the balance between taste, convenience and nutrition that the new Bean Salad range delivers.
Says Dixon: “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.
“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.
Tim Gill, creative director, BWM Dentsu, 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.
Says Gill: “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.
“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
Media: Initiative
Client: Simplot Australia
Senior Brand Manager – Ben Dixon
Marketing Communications and Branding Manager – Susan Foley
6 Comments
How about advertising with substance?
The brief is that ad: go goodness is just terrible alliteration – I shed a tear for the writer, who’s hands were tied with this…
when will BWM do something that gets Australia talking
Doesn’t need to get people talking, just eating.
These look delicious and a great idea! Just wondering if they are gluten free for my husband?
Cheers
These meals are awesome, great for insulin resistant and gluten free people like myself! Great for work, travel, camping etc etc filling and so yum! So happy someone is making something healthy on the shelf, better than fast food and lean cuisines and protein shakes etc etc.