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

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 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.