2018 Brand Experience & Activation

SHARE "1 FOR YOU. 1 FOR THE WORLD."

Short List
ClientSHARE FOODS GMBH
Category C05. Customer Retail / In-Store Experience
TitleSHARE "1 FOR YOU. 1 FOR THE WORLD."
Product/ServiceFOOD RETAILER
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Media Placement CROSSMEDIA Berlin, GERMANY
Production ARRI MEDIA Berlin, GERMANY
Additional Company TRO Berlin, GERMANY
Additional Company 2 HEIMAT ACTIVE Berlin, GERMANY
Credits
Name Company Position
Guido Heffels HEIMAT, Berlin Chief Creative Officer
Matthias Storath HEIMAT, Berlin Chief Creative Officer
Matthias von Bechtolsheim HEIMAT, Berlin Chief Executive Officer
Arne Stach HEIMAT, Berlin Creative Director
Malte Bülskämper HEIMAT, Berlin Creative Director
Philipp Gloyer HEIMAT, Berlin Creative Director
Svenja Jelen HEIMAT, Berlin Art Director
Michail Paderin HEIMAT, Berlin Art Director
Marco Russo HEIMAT, Berlin Art Director
Esra Gülmen HEIMAT, Berlin Art Director
Philipp Gloyer HEIMAT, Berlin Copywriter
Timo Fiebig HEIMAT, Berlin Copywriter
Morgan-Lee Wagner HEIMAT, Berlin Copywriter
Christina Müller HEIMAT, Berlin Account Director
Stella Jonsdottir HEIMAT, Berlin Account Director
Florian Hoffmann HEIMAT, Berlin Social Media Director
Sven Koesling HEIMAT, Berlin Strategy Director
Andreas Mengele HEIMAT, Berlin Chief Strategy Officer
Dara Toh HEIMAT, Berlin Design
Marcel Frömming HEIMAT, Berlin Design
Carola Storto HEIMAT, Berlin Agency Producer
Chris Gerlach HEIMAT, Berlin Agency Producer
Dr. Sebastian Stricker Share Chief Executive Officer
Ben Unterkofler Share Marketing
Tobias Reiner Share Head of Supply Chain
Iris Braun Share Head of Product

Why is this work relevant for Brand Experience & Activation ?

SHARE is a game changer in the retail market because it brings social consumption to Germany like noone before. We built a whole new brand on the idea of sharing. SHARE is based on the 1+1 principle: whenever you buy a product, you give an equivalent product to a person in need. SHARE created a unique brand experience and activates people to do good in the easiest way possible. Consumers have full transparency on where they’re helping, simply by scanning a QR-code. SHARE moves the industry forward by becoming a role model for other companies that want to do good.

Background

The world is still not fair. Global food production exceeds demand by 26%. Yet 12% of the world’s population live in hunger. Time for a change. But how? More and more people want to do good and buy responsibly. But often it is very complicated and intransparent. Therefore, SHARE as a social brand has made it its mission: helping should be easier and fully transparent. But can a small start-up from Berlin bring social consumption to Europe and inspire big companies to do more good? Yes! SHARE is not just a smart idea on a small scale prototype level, but listed in Germanies biggest retailers in more than 5.000 Stores. In the first 4 weeks SHARE sold more than 1 Mio. products and already became a role model for other companies ...

Describe the creative idea

The goal was to build a social brand on the idea of sharing. And that means more than just doing CSR or donating money. The core idea of the brand SHARE is social consumption based on the 1+1 principle: With every purchase of a share product you automatically give an equivalent product to someone else, satisfying the basic needs: food, water and hygiene. You buy a muesli bar and donate a meal to a person in need. If you buy soap, someone else gets a soap too. And if you buy a bottle of SHARE water, you donate one day of drinking water to a person in need. So we enable people to do good when they do grocery shopping. And consumers have full transparency on where their money goes, simply by scanning a QR-code.

Describe the strategy

The essential insight is that many more people would do good if it were even easier and if they had full transparency and control over where their help arrives and in what form. So the target group is basically everyone who wants to do good in the easiest way possible. And exactly this need is satisfied by the brand SHARE, which is based on the 1+1 principle: with every purchase of a SHARE product you give an equivalent product to a person in need, satisfying the basic needs: food, water and hygiene. The philosophy of SHARE is as easy as the 1+1 principle: doing good needs to be easier and fully transparent. So SHARE gives full transparency to the consumer on where their help goes, simply by scanning a code which is on every product.

Describe the execution

We built the brand SHARE from scratch. From naming, logo and product design to the 360° campaign. The work started in summer 2017 and the launch took place in March 2018. We got Germany’s biggest retailers on board and launched the products in 5.000 stores nationwide. Because of our social approach we received huge support from many German celebrities, who spread the word on social media. Our help is certified and brought to the people with the trust of the United Nations. For maximum transparency there is a QR code on every product letting you track your donation simply by scanning the code. The brand launch created a huge media buzz and SHARE sold more than 1 Mio. products within the first 4 weeks. SHARE was the biggest launch of a social food brand ever in the german market.

List the results

SHARE was the biggest launch of a social food brand ever in the german market. We sold more than 5 Mio. products in the first 6 month, an incredibly successful kick-off for a start-up. The media coverage and reach were striking (over 200 Mio. media impressions and over 18 Mio. EUR earned media). SHARE was featured on prime time news shows and in several TV documentaries about sustainable production and consumption in food retail. Another goal was to put pressure on bigger companies to do more good and be more transparent which totally works already. And SHARE has proved successfully that the cultural impact is not only more important than the pure profit, but also the prerequisite for sustainable success in the market of the future.