Category A01. Fast Moving Consumer Goods
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 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.


IMPLEMENTATION OF PR ACTIVITIES 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 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.

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.

The Situation

FEEDitBAG sparked conversations on every continent. Plastic pollution and the existing alternatives for plastic bags were discussed in social media and articles. We raised awareness for the plastic problem worldwide and made people demand bio-degradable bags form their retailer.

The Strategy

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. PR PLANNING We had zero media investment and only focused on Social Media as our target media.