Edgell highlights the simplicity of health in new national campaign via BWM, Melbourne

Edgell has launched a new national brand campaign via BWM, Melbourne.

The campaign highlights the honest to goodness simplicity by building on the “eat well and be well” philosophy. It delivers a frank, appreciable point of view on health and wellness and the industries built around them.

The $1.3 million campaign will be seen across women’s and health media including magazine, outdoor, path to purchase, and recipe site such as taste.com.au. Kicking off with outdoor P2P end October, the campaign aims to help consumers see through diet ‘fads’ and achieve wellness by simply adding more vegetables to their diet.

Edgell will hero three key products; corn kernels, chickpeas and four beans with campaign lines adopting a touch of humor and nostalgia including ‘A spoon full of sanity in a world gone celeb diet crazy’, ‘Before there was a wellness industry, it was just mum yelling ‘eat your vegies”, and ‘That’s not your ‘inner self’, it’s your stomach saying ‘I’m hungry”.

To coincide with the brand activity, Edgell has also partnered with Hardhat Digital to create Edgell’s first social campaign, The Edgell +1 Project. The purpose of the Edgell +1 Project is to simplify the millions of recipes online by identifying the most searched recipes each month and demonstrating how easily they can be nutritionally enhanced by adding just one vegie.

Centered around a +1 blog, the campaign extends across Facebook , Twitter, Instagram, YouTube and Pinterest.

Says Stuart Sterling, group marketing manager – shelf stable Simplot Australia: “We’re incredibly excited to see the new Edgell brand campaign come to life. The road to ‘wellness’ really doesn’t need to be an overly complicated one and I feel confident consumers will embrace our functional and realistic approach to wellness.”