THE FRESH SUPERHEROES

ClientKAUFLAND BULGARIA
TitleTHE FRESH SUPERHEROES
Product/ServiceFRUITS AND VEGETABLES DEPARTMENT
Entrant NOBLE GRAPHICS LTD. Sofia, BULGARIA
Idea Creation NOBLE GRAPHICS LTD. Sofia, BULGARIA
Production SWITCH PRODUCTIONS Sofia, BULGARIA
Production 2 BUNCH OF PIXELS Sofia, BULGARIA
Credits
Name Company Position
Marsel Levi Noble Graphics Creative Director
Yoanna Lyubenova Noble Graphics Art Director
Tsvetelina Lyubenova Noble Graphics Copywriter
Zhelez Atanasov Noble Graphics Strategic Planning Director
Samuil Petkov Noble Graphics Strategic Planner
Romina Petkova Noble Graphics Account Executive
Ivo Georgiev Noble Graphics Graphic Designer
Kaloyan Tinchev Noble Graphics Graphic Designer
Stella Stoyanova Noble Graphics Graphic Designer
Boril Gourinov Noble Graphics DTP
Nikoleta Marinova Switch Productions Production Manager
Mira Ilieva Switch Productions Producer
Ivan Moskov Freelancer Director
Orlin Samuilov Bunch of Pixels 3D Modeling, Lightning, Rendering
Zdravko Pavlov Bunch of Pixels VFX, Simulations, Rendering
Stanimir Bikovski Bunch of Pixels Motion Graphics, Compositing, Color Grading
Joro Zahariev Bunch of Pixels Animation, Rigging

Why is this work relevant for Integrated?

“The Fresh Superheroes” by Kaufland Bulgaria cross the boundaries of a regular advertising campaign. They became a real brand in a category, where there are no brands at all, but only nameless providers. From a mini movie and a classic ATL campaign, to lots of merchandising and an illustrated encyclopedia, teaching kids about the health benefits of fruits and vegetables, children still enjoy the Fresh Superheroes in their everyday lives and even recreate them in thousand ways. But most importantly – they finally welcomed fruits and veggies in their lives.

Background

Bulgarian children rank 5th in childhood obesity and their parents hit the bottom for fruits and vegetables consumption in the EU. Not a pretty picture for Kaufland Bulgaria, who decided to promote its fruit and vegetable department to raise the chain's freshness and quality indicators. We had to advertise greenery to people and their kids, who top the charts for packaged foods consumption. A status quo that is understandable – plants are pretty unexciting compared to the way the sugary foods are advertised. So, we thought – why fight other hypermarket chains, when in fact we have a bigger enemy?

Describe the creative idea

Kaufland Bulgaria turned the regular fruits and vegetables into incredible superheroes, fighting the unhealthy foods. The real health benefits of the plants became impressive superpowers, which help them beat the sugary villains.

Describe the strategy

Kaufland is the largest retailer in Bulgaria. But it is also the last one to launch a campaign for its Fruits & Vegetables. Data showed that people have a strong emotional connection with the competition because they all had an added value: one retailer has its own “farms”, another has a “close relationship with producers” and a third one has a “freshness manager” to help organize and clean the products. Kaufland had no competitive advantage. That is why we needed to create one. Something other retailers didn’t have. Something that would actually speak to our main target group – families. Every chain targets them, but no one stood behind them in their biggest and most important battle – the fight for better health of their children.

Describe the execution

“The Fresh Superheroes” is a first of its kind campaign about fruits and vegetables that ran on a big national level. Besides the classic ATL media (TV, hundreds of billboards, city lights and printed materials), the campaign was implemented on a much larger scale. The Fresh Superheroes branded every part of the customer journey in Kaufland – from the brochure in millions of copies to the products on the shelves. People liked the heroes so much, that they wanted to have them in their homes. So, Kaufland gave its customers a lot of incredible merchandising, school materials and an illustrated encyclopedia, teaching kids about the health benefits of fruits and vegetables. Even external producers of fruit juices wanted to brand their products with the Fresh Superheroes. The campaign started at the end of September 2018 and is still going on.

List the results

“The Fresh Superheroes” proved to be a really successful campaign for Kaufland Bulgaria, bringing +19% revenue growth in Fruits & Vegetables sales compared to previous year. The chain moved from the 3rd to the 1st position in people’s reception for freshness and quality, outrunning its two main competitors. The Fresh Superheroes helped not only the Fruit & Vegetables department, but also the whole brand – the overall revenue grew 2,2% during the campaign, which is an incredible number for a retailer of this scale. With millions of online views and hundreds of thousands of social media impressions and interactions, people proved their love for the Fresh Superheroes.