Edgell: Plus 1

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.

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.

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