Feeditbag: Feeditbag – The First Bag That Gives Life Instead Of Taking It [image] 1

Credits & Description:

Campaign: Feeditbag – The First Bag That Gives Life Instead Of Taking It
Country: Germany
Advertiser: Feeditbag
Product: Feeditbag
Agency: Cheil Germany Gmbh, Schwalbach Am Taunus
Entrant: Cheil Germany Gmbh
Production Company: Rocket Productions, Sydney
Agency Producer: Moritz Gillrath, Deveroe Aurel Langston Reuter
Illustrator: Susannah Blaxill (Feelance)
Graphic Design: Daniel Gumbert (Freelance), Daniel Krafft
Programmer: Christoph Fischer (Head Of Development), Andrè Lang, Christiane Roerig, Christof Pohl,
Senior Producer: Kai Hartung
Dop And Edit: Matthias Merget (Freelance)
Senior Sound Artist: Philipp Lenz (A.R.T. Studios)
Business Development Director: Werner Bittner
Managing Director: Byunghoon So (Cheil Australia)
Business Director: Mark Anderson (Cheil Australia)
Senior Art Director: Jiwan Prasad (Cheil Australia)
Account Director: Mel Tozer (Cheil Australia)
Date: June, 2017
Short Synopsis::
Cheil Germany has developed a sustainable alternative to plastic bags for fruits and vegetables for EDEKA Scheck-In-Center, the supermarket owned by Germany’s largest chain.
We found plenty alternatives for plastic shopping bags, but the thin plastic bags for fruits and veggies are still used by the billion. That’s why we developed the first plastic bag that gives life instead of taking it:
FEEDitBAG is not only 100% bio-degradable – it even comes with integrated seeds to grow your own food. Since it is made of a bio-degradable material based on renewable resources and printed with water based colors, it takes only 10 weeks until it is completely composted.
You simply buy your fruits and veggies, collect your organic waste and compost the whole thing. After a couple of weeks your new plant will grow.
FEEDitBAG not only enables everyone to reduce plastic waste, it also gives something back to nature.

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.