Campaign details

Brand: Edgell
Brand owner: Simplot
Lead agency: Hardhat
Country: Australia
Industries: Fruit & vegetables
Media channels: Content marketing, Social media
Budget: 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 declining sales and seeming indifference to the category, the brand didn't see any wisdom in revisiting traditional media but looked to a social approach to get people involved in the brand rather than just boost brand awareness and short-term appeal.