Advertiser: Share Foods
Brand: Share Foods
Agency: Heimat Berlin
With its launch in March of 2018, Share became Germany's first FMCG brand based entirely on social consumption. For every Share cereal bar, bottle of water or soap dispenser purchased, Share would provide an equivalent product to someone in need, free. Consumers could track where their donation went through a QR code on every product. The donations themselves carried the imprimatur of UN approval.1
All told, this project wasn't just about introducing a new brand, but a whole new concept to the German market: Social consumption. With a very limited budget for a national launch (approx 1 Mio EUR), success hinged on commercial/distribution, marketing and social objectives.
1. Obtain distribution in at least one regional or (ideally) national retailer