Cannes Lions

VEGGIE HEROES

McCANN WORLDGROUP ROMANIA, Bucharest / MEGA IMAGE / 2017

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Overview

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Overview

Description

We made “Veggie Heroes”, a set of easy to assemble packaging that would turn fruits & veggies into heroes, available in Mega Image stores, and that became the amusement park in supermarket for kids.

Execution

And in April 2017, Mega Image fruits & vegetables departments in the stores were transformed into amusement park for kids.

We created special design packages for each type of veggies & fruits, that turned them into a superhero gang: the eggplant became the Astroeggplant, carrots became the Carrot, the zucchini turned into the Zucchinisaurus (not extinct at all), and the simple cauliflower got a makeover too, turning into the Cauliflosheep. Let’s not forget about the Bearkiwi, the Pineapplefish, the PinguWitlof or the Orangesun.

And each came with its own beautifully-illustrated, healthy eating encouraging story: they could be as full of iron as the Astroeggplant, or as strong as the Pinguwitlof, as long as they get their vitamins from veggies.

Veggie Heroes starred in store performances that went live on Facebook. It also became part of an educational program for schools, kindergartens and camps, with the mission to help kids eat much healthier.

Outcome

Fruits & veggies sales increased up to 300 % during the campaign.

The campaign increased Instore traffic in the Mega stores from the families’ neighborhoods with 11% - keeping in mind that Mega is already the retail store with the highest traffic in Romania.

Educational blogs & social network communities on parenting became involved in the action. 800,000 media impressions were gathered with only Facebook & PR, estimated as 30.000 Eur free media.

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