SHARE "1 FOR YOU. 1 FOR THE WORLD."
Title | SHARE "1 FOR YOU. 1 FOR THE WORLD." |
Brand | SHARE FOODS GMBH |
Product/Service | FOOD 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
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 Integrated?
This work is more than just advertising. A whole new brand has been built on the idea of sharing, from naming, logo and product design to the communication. SHARE is a game changer in the retail market because it brings social consumption to Germany like noone before. SHARE is based on the 1+1 principle: whenever you buy a product, you give an equivalent product to a person in need at the same time. Consumers have full transparency on where their money goes, simply by scanning a QR-code. SHARE moves the industry forward by becoming a role model for other companies.
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.