Edeka: Feeditbag - The First Bag That Gives Life

Credits & Description:

Client: Feeditbag
Product (Service): Feeditbag (a 100% Bio-degradable Bag)
Agency: Cheil Worldwide Frankfurt, Germany
Entrant: Cheil Worldwide Frankfurt, Germany
Idea Creation: Cheil Worldwide Frankfurt, Germany
Media Placement: Cheil Worldwide Frankfurt, Germany
Pr: Cheil Worldwide Frankfurt, Germany
Production: A.r.t. Studios Frankfurt, Germany
Chief Creative Officer: Roland Rudolf (Cheil Worldwide Germany)
Executive Creative Director: Thomas Schroeder (Cheil Worldwide Germany)
Creative Director: Miriam Preissinger (Cheil Worldwide Germany)
Senior Copywriter: Annika D'Ambrogio (Cheil Worldwide Germany)
Art Director: Rafael Maggessi (Cheil Worldwide Germany)
Junior Copywriter: Hanna Weller (Cheil Worldwide Germany)
Agency Producer: Moritz Gillrath (Cheil Worldwide Germany)
Motion Designer: Deveroe Aurel Langston Reuter (Cheil Worldwide Germany)
Head of Development: Christoph Fischer (Cheil Worldwide Germany)
Senior Application Engineer: Andrè Lang (Cheil Worldwide Germany)
Application Engineer: Christiane Rörig (Cheil Worldwide Germany)
Application Engineer: Christof Pohl (Cheil Worldwide Germany)
Junior Designer: Daniel Krafft (Cheil Worldwide Germany)
Senior Producer: Kai Hartung (Cheil Worldwide Germany)
Managing Director: Byunghoon So (Cheil Worldwide Australia)
Business Director: Mark Anderson (Cheil Worldwide Australia)
Senior Art Director: Jiwan Prasad (Cheil Worldwide Australia)
Account Director: Mel Tozer (Cheil Worldwide Australia)
Editor: Matthias Merget (Freelance)
Senior Sound Artist: Philipp Lenz (A.r.t. Studios)
Producer: Melissa Russell (Rocket Productions)
Illustrator: Susannah Blaxill (Freelance)
Designer: Daniel Gumbert (Freelance)
Junior Motion Designer: Hyung-Min Cho (Cheil Worldwide Germany)
Date: June, 2017
Synopsis:
The Campaign
To put pressure on the retailers and to clarify the need of replacing fruits and vegetable bags, we invented FEEDitBAG.
It is the first bag that gives life instead of taking it. Therefore, every bag has different fruit- and vegetable seeds on it. So, after being a shopping bag, FEEDitBAG becomes a bag for organic waste that can be directly composted to grow new life. This is possible, because it is 100% bio-degradable and completely made of renewable resources.
FEEDitBAG calls on customers to change their consumption behaviour and to speak up for more sustainable bags.
Creative Execution
DESIGN ELEMENTS AND THEIR INTEGRATION
On each bag, we placed seeds and highlighted them through our design. The CTA was directly integrated into the design, so each bag challenges the customers to reduce plastic. Instructions were printed on the back.
Customers could choose between three different motifs and take their new plant-to-be home – for free.
MATERIALS, STYLE ELEMENTS, DESIGN CHOICES
FEEDitBAG is made of Mater-Bi that is produced out of corn-starch, and therefore only renewable resources. The design was printed with water-based colours. The sticker is completely bio-degradable as well. This makes the bag 100% compostable in only ten weeks. The bag also degrades in water.
DESIGN DEVELOPMENT AND PROCESS
We combined botanic illustrations by Susannah Blaxill with our calligraphic crafted design. This way the design of FEEDitBAG reflects its nature friendly purpose. We picked three motifs for the first edition: tomato, eggplant and pear.
Indication of how successful the outcome was in the market
REACH/ CULTURAL IMPACT
Only with our initial launch at EDEKA, we achieved a reduction of 150,000 of plastic bags in just one month and one market.
Because of the high use of bags for fruits and vegetables, the manufacturing costs are competitive.
By now, FEEDitBAG was shared more than 50.000 times and featured on TV, like on the most popular morning show Télématin on France 2. We made more than 12.5 million people react on social networks and created more than 9 million PR impressions worldwide.
Retailers like REWE, Intermarché, Carrefour, Hornbach and EDEKA as well as smaller ones from all over the world are interested in FEEDitBAG.
CHOICE OF CAMPAIGN ELEMENTS
The integrated approach lets the consumers participate. Posters and flyers caught the customer’s attention and informed about our initiative. Via QR-codes on wobblers, they voted for the next edition on our microsite. Product dispensers distributed all FEEDitBAG motifs.
TARGET AUDIENCE
Our target group was everybody who is interested in buying fresh fruits and vegetables.