FEEDITBAG - THE FIRST BAG THAT GIVES LIFE
Title | FEEDITBAG - THE FIRST BAG THAT GIVES LIFE |
Brand | FEEDitBAG |
Product/Service | FEEDITBAG (A 100% BIO-DEGRADABLE BAG) |
Category |
A08. B2B Products & Services |
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
|
Credits
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 replace the bags for fruits and vegetable, 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 AND MEDIA CHANNELS
We wanted to collaborate with zero waste and vegetarian/vegan influencers. But before we could send them our samples, FEEDitBAG went viral. It sparked conversations on social media and generated online articles from all over the world. Soon requests from TV shows and exhibitions followed.
TIMELINE
We launched FEEDitBAG on April 6th in 2017 in a flagship store of Europe’s biggest grocery chain and even today, we receive business requests and find new articles and comments on social media platforms from all over the world.
IMPLEMENTATION & SCALE
The initial launch of FEEDitBAG was placed 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.
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. Private persons as well as retailers from all over the world are now requesting FEEDitBAG.
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.
We wanted to implement bio-degradable bags in the section for fruits and vegetables. Therefore, we had to reach retailers and motivate them to invest into sustainability.
So we developed and launched a product that was the solution and medium at the same time: FEEDitBAG.
Through its emotional power, we successfully raised awareness for the plastic problem worldwide in the channels of social media, PR and television. That made people demand bio-degradable bags from their retailer.
Insights, Strategy and the Idea
TARGET AUDIENCE
Our target group were all people who are interested in buying fresh fruits and vegetables.
TARGET MEDIA
The initial product launch was in a grocery store in an urban environment. Then we spread our initiative via social media. After the great feedback from all over the world, we soon got invited to a big TV show in France to talk about our product and were invited to a global future summit by Carrefour. Which resulted in more interview requests.
MEDIA PLANNING
We had zero media investment and only focused on Social Media as our target media.