Edgell: Unlock Your Super-Self

Campaign Development, Completed + Presented as a University Assignment for VML.

Edgell is as a quality-focused, Aussie-made brand with a legacy of cultivating goodness in the kitchen. Their products are versatile, nutritious, and can make meal preparation easier, thereby serving as essential building blocks for nutritious and delicious meals.

CHALLANGE

Australians 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.

INSIGHT

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

SOLUTION

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.

Henceforth, the development of campaign "Edgell: Unlock your Super-Self". Each character motif supports a different “superpower”— brainpower, energy, comfort, and immunity.