Campaign details
Brand: EdgellBrand owner: SimplotLead agency: HardhatCountry: AustraliaIndustries: Fruit & vegetablesMedia channels: Content marketing, Social mediaBudget: Up to 500k
Executive summary
How a 100-year-old brand climbed out of the tin and didn't disappear
Marketers love to argue about life cycles, sometimes as an excuse for failing to keep their brand relevant.
Edgell is a long-established Australian canned vegetable brand that was under pressure from every direction – a shift towards fresh, farmer-market, organic and frozen at the growing 'premium' end and from much cheaper own-label too.
With...