Campaign Development, Completed + Presented as a University Assignment for VML.

Edgell is as a quality-focused, Aussie-made brand with a legacy of cultivating goodness in the kitchen. Their products are versatile, nutritious, and can make meal preparation easier, thereby serving as essential building blocks for nutritious and delicious meals.

CHALLANGE

Australians are not entering the supermarket with loyalty to the Edgell brand, which results in consumers comparing the shelved tinned vegetables based upon price-point – and Edgell is not the cheapest.

INSIGHT

Canned vegetables are vacuum-sealed and their nutritional value is sustained until consumption.

SOLUTION

Edgell transforms everyday meals into powerful fuel for busy families, making nutrition simple and accessible. The “Unlock Your Super-Self” campaign positions Edgell as more than canned vegetables — it’s a gateway to everyday superpowers like brainpower, energy, comfort, and immunity, brought to life through character-driven motifs.