Category E01. Acquisitions
Idea Creation CHEIL WORLDWIDE Frankfurt, GERMANY
Media Placement CHEIL WORLDWIDE Frankfurt, GERMANY
Production A.R.T. STUDIOS Frankfurt, GERMANY
Name Company Position
Roland Rudolf Cheil Worldwide Germany Chief Creative Officer
Thomas Schroeder Cheil Worldwide Germany Executive Creative Director
Miriam Preissinger Cheil Worldwide Germany Creative Director
Annika D'Ambrogio Cheil Worldwide Germany Senior Copywriter
Rafael Maggessi Cheil Worldwide Germany Art Director
Hanna Weller Cheil Worldwide Germany Junior Copywriter
Moritz Gillrath Cheil Worldwide Germany Agency Producer
Deveroe Aurel Langston Reuter Cheil Worldwide Germany Motion Designer
Christoph Fischer Cheil Worldwide Germany Head of Development
Andrè Lang Cheil Worldwide Germany Senior Application Engineer
Christiane Rörig Cheil Worldwide Germany Application Engineer
Christof Pohl Cheil Worldwide Germany Application Engineer
Daniel Krafft Cheil Worldwide Germany Junior Designer
Kai Hartung Cheil Worldwide Germany Senior Producer
Byunghoon So Cheil Worldwide Australia Managing Director
Mark Anderson Cheil Worldwide Australia Business Director
Jiwan Prasad Cheil Worldwide Australia Senior Art Director
Mel Tozer Cheil Worldwide Australia Account Director
Matthias Merget Freelance Editor
Philipp Lenz A.R.T. Studios Senior Sound Artist
Melissa Russell Rocket Productions Producer
Susannah Blaxill Freelance Illustrator
Daniel Gumbert Freelance Designer
Hyung-Min Cho Cheil Worldwide Germany Junior Motion Designer

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

IMPLEMENTATION & SCALE We launched FEEDitBAG in the flagship-store of Europe’s biggest grocery chain: EDEKA Scheck-In Center in Frankfurt. The market uses 150,000 to 200,000 plastic bags per month; more than a million every year. For the launch, we replaced all regular fruit and vegetable bags for one month. TIMELINE We replaced all regular fruit and vegetable bags for one month with FEEDitBAG, starting on April 6th in 2017. PLACEMENT The fruit and vegetable section of the EDEKA market is located at the entrance of the market. As a result, all customers that entered the market immediately got in contact with our initiative through posters, wobblers, flyers and the several bag dispensers.


BUSINESS IMPACT Only with the initial launch, we reduced the use of regular plastic bags by 150,000 per month in one market. The reactions of the customers in the market were positive and promising. By now, FEEDitBAG was shared more than 50.000 times and even featured on TV. It made more than 12.5 million people react on social networks and created more than 9 million PR impressions worldwide. We receive private and business related requests from all over the world. Global supermarket chains like REWE, Intermarché, Carrefour, Hornbach and EDEKA as well as smaller ones contacted us. As a result to the positive feedback, we are working to launch an e-shop in the close future, where you can order different packages. Also, we are planning to release a new edition of FEEDitBAG with different seeds and designs each spring.

FEEDitBAG itself is a CTA and motivates people to reduce plastic and feed life back to nature. It comes with integrated seeds to grow fruits and vegetables. Through its design and seeds, it attracts people to think about plastic pollution and to use more bio-degradable bags. Thus, makes FEEDitBAG a medium for customers to put pressure on their retailers to replace regular plastic bags with bio-degradable ones. FEEDitBAG was launched at a flagship store of EDEKA. The placement in the fruit and vegetable section caught the attention in a relevant environment.

TARGET AUDIENCE Our target group was everyone who is interested in buying fresh fruits and vegetables. APPROACH & CTA 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. We changed the consumer behaviour from the passive plastic bag user to a conscious consumer. We enable them to live more sustainable by planting their own fruits and vegetables and to demand bio-degradable solutions instead of plastic bags from their retailers.