Chloe Hanson - Edgell: Unlock your Super-Self

Edgell is an Australian made brand established in 1947. They specialises in canned vegetables and legumes, particularly famous for their quality baked beans and tomato products.

Role: Strategist

For more details, find the case study at the bottom of the page.

University assignment completed for VML in collaboration with Annabel Lewin, Weston Calver and Ocean Wachirapornprut, 2024.

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In-store activation- loyalty card program with puzzle reward

Puzzle bags

Puzzle

Challenge

People are not entering the supermarket with loyalty to the Edgell brand, which results in consumers comparing the shelved tinned vegetables based upon price point- and Edgell is not the cheapest.

SMP

Spark Kitchen Magic

Target Audience

Busy families/mums juggling multiple responsibilities who prioritise convenience while seeking high quality, nutritious and easy-to-use food options.

Insight

Canned vegetables are vacuum-sealed and their nutritional value is sustained until consumption.

Idea

Edgell is more than just canned vegetables, it's a transformative superfood that empowers busy families to unlock their full potential. By incorporating Edgell products into everyday meals, shoppers can fuel their bodies and minds, making meal preparation easier and more nutritious.

Each product supports a different "superpower"- brainpower, comfort, energy and immunity. The campaign will consist of visuals of Edgell products personified as 'superfoods' with playful illustrations.

Activation

For the brand activation we have introduced a loyalty program whereby shoppers collect all stamps after each Edgell purchase. The incentive is to encourage return customers with the reward of reeving a bag of puzzle pieces after each row. Ultimately shoppers can collect all bags to complete the puzzle, also making it a family affair and involving the children. This activation reflects the idea that every Edgells product is a puzzle piece that makes up your 'super-self'. In conjunction with our in-store activation, we created a social media activation involving an AI chatbot quiz affiliated with Edgell, as a means to educate shoppers and steer them towards Edgell as the pinnacle of health.