BWM Melbourne bursts into market with a new campaign ‘Bursting with Goodness’ for Edgell
Belgiovane Williams Mackay has launched a visually striking campaign for Edgell’s canned vegetables range which draws on strong photographic images to deliver the message, ‘Bursting with Goodness’.
The ‘Bursting with Goodness’ campaign recently launched around Australian grown corn, beetroot and chick peas.
It includes national executions across outdoor, print, path-to-purchase and a digital campaign depicting vegetables literally bursting from Edgell‟s cans.
This campaign follows the successful launch of Edgell’s ‘Eat Well. Be Well. Edgell’ campaign in 2010, and reminds consumers how great they will feel eating nutritious vegetables as part of a healthier lifestyle.
BWM Melbourne creative director Shaun Branagan said: “This was one of those deceptively simple ideas – Edgell cans are literally bursting with goodness – that turned out to be quite tricky to create on the page. However, Andrea Smetana’s wonderful photography as well as the digital wizardry of Toby Pike brought the idea to life deliciously.”
Says Simplot general manager marketing Tara Lordsmith: “Edgell is a wonderful brand with over 85 years of heritage in the Australian market which we are extremely proud of. The campaign has been designed to focus on reminding consumers of what Edgell offers, simply nothing but goodness in every corn, beetroot and chick peas can”.
Creative Credits
Creative Director – Shaun Branagan
Creative Group Heads – Amy Hollier and Gus Johnston
Art Director – Chris Hince
Executive Planning Director – Jamie Mackay
Account Service Group Account Director – Belinda Murray
Senior Account Manager – Lynne Robb
Producer – Ryan Swerdlow
Photographer – Andreas Smetana
Retouching – Toby Pike
Simplot
General Manager Retail Marketing – Tara Lordsmith
Marketing Manager Shelf Stable Vegetables – Sam Laycock
Assistant Brand Manager – Nick Poynter
16 Comments
Make a FAB TV campaign . . .
It could have been simpler. The headline isn’t necessary, indeed it adds another thought into for me.
SO the message is ‘bursting with goodness’ and your idea is to show vegetables bursting out of the can . . . really? Did you even put any effort into the thinking? Really lazy work BWM.
Look, you don’t always need to have a smartarse line if the visual is irresistible, but then again…
Go Chris, the quiet achiever.
the most embarrassing thing is the long list of credits
hemorrhoid beets… awesome.
How does a chic pea?
Sitting down.
The fact that someone somewhere thinks this is worth posting on the blog makes me feel better about my day, but not about the state of australian advertising
I give this 6 Normies out of a possible 10.
The beetroot tin has its opening at the bottom does it? Laughable art direction. Big Beets, small drop shadow. LOL.
tb, and you think beetroots actually sprout from tins? why did you overlook this scientific flaw?
Line not needed, corn is cool, looks nice and works well, the second looks like a dying tree and the tin of beetroot looks like it’s sprouted either a baboons ass or deformed dogs balls. Should have stuck with the corn only, in fact it’s true even after the shit has passed the corn stays the distance.
@ Boob- art directional and production line flaw. At least have the tin open the correct way. Lol. Also, do the tins go thin in the middle, or is this yet another mistake? On a positive note, i like it. I liked it when i first saw it 20 years ago. 😀
Shaun, welcome to Melbourne.
@ Boob- art directional and production line flaw. At least have the tin open the correct way. Lol. Also, do the tins go thin in the middle, or is this yet another mistake? On a positive note, i like it. I liked it when i first saw it 20 years ago. 😀