Tesco: Safety Bags, 3

Credits & Description:

Agency: Cheil Worldwide Hong Kong
Brand: Tesco
Entrant Company: Cheil Worldwide Hong Kong
Advertising Agency: Cheil Worldwide Hong Kong
Production Company: Cheil Worldwide Hong Kong
Executive Creative Director: Paul Chan (Cheil Worldwide, Hong Kong)
Creative Director: Lili Jiang (Cheil Worldwide, Hong Kong)
Creative Director: Ivan Au (Cheil Worldwide, Hong Kong)
Copywriter: Keith Liu (Cheil Worldwide, Hong Kong)
Art Director: Toby Hong (Cheil Worldwide, Hong Kong)
Creative Service Associate Director: Denise Chan (Cheil Worldwide, Hong Kong)
Outcome:
Safety Bags are a highly-scalable, highly-targeted idea with a simple objective: to allow shoppers to enjoy safer fruits and veggies. Safety Bags have been an immediate success—safely removing pesticide residues to leave fruit and veggies just as nature intended. And positioning Tesco as a brand striving to enhance the quality of life for its shoppers. Safety Bags are currently in beta with testing at flagship Tesco supermarkets in China.This initiative has increased awareness about food safety and fuelled both conversation and demand for Safety Bags. - FDA Approved (Registration Number: 19389685830)- Patent-Pending (Patent Application Number: 17103845.2)- During the test phase, 9 out of 10 people chose to use Safety Bags- Beta test results in China to be completed in Aug 2017- Global rollout plans for 2018
Execution:
Every Safety Bag is formulated with a safe, inner-coating of Nano Photocatalyst technology. Safety Bags absorb natural light to trigger the bag's inner coating. This works to break down the toxic residues found in fruit and veggies—decomposing the toxic elements and dispersing them naturally into the air.Safety bags are reusable and the way they work is simple:1. You simply grab a Safety Bag2. Place fruit or veggies into the bag3. Expose to natural (indoor or outdoor) light for 3 hours4. Remove, rinse and enjoySafety Bags are currently in beta with the actual product being tested at flagship Tesco supermarkets in China. Beta test results to be completed in Aug 2017.Global rollout plans for 2018.The technology behind Safety Bags is FDA Approved (Registration Number: 19389685830).The invention of Safety Bags themselves are Patent-Pending (Patent Application Number: 17103845.2)
Campaign Description:
Safety Bags are fruit and veggie bags that remove harmful pesticide residues.They look and feel just like normal fruit and veggie bags. However, every Safety Bag is formulated with a safe, inner-coating of Nano Photocatalyst technology. Safety Bags absorb natural light to trigger the bag's inner coating. This works to break down the toxic residues found in fruit and veggies—decomposing the toxic elements and dispersing them naturally into the air.Thus, enabling supermarket consumers to enjoy safer fruits and vegetables.
Synopsis:
BACKGROUNDChina’s trust in food safety has hit an all-time low. From exploding watermelons and recycled gutter oil to toxic baby formulas, the country has faced one food safety scandal after another. And now this…INSIGHTA recent study by Greenpeace China shows that up to 90% of all fruits and vegetables sold in supermarkets are contaminated with at least one harmful pesticide.Pesticide residues put people at risk of brain damage, neurological problems and even cancer. So Tesco, the world’s leading supermarket, saw a need to make a difference.