Latest News
BWM Melbourne bursts into market with new campaign for Edgell
Belgiovane Williams Mackay has launched a visually striking campaign for Edgell’s canned vegetables range which draws on strong photographic images to deliver the message, ‘Bursting with Goodness’.
The ‘Bursting with Goodness’ campaign recently launched around Australian grown corn, beetroot and chick peas. It includes national executions across outdoor, print, path-to-purchase and a digital campaign depicting vegetables literally bursting from Edgell’s cans.
This campaign follows the successful launch of Edgell’s ‘Eat Well. Be Well. Edgell’ campaign in 2010, and reminds consumers how great they will feel eating nutritious vegetables as part of a healthier lifestyle.
BWM Melbourne Creative Director Shaun Branagan said: “This was one of those deceptively simple ideas – Edgell cans are literally bursting with goodness – that turned out to be quite tricky to create on the page. However, Andrea Smetana's wonderful photography as well as the digital wizardry of Toby Pike brought the idea to life deliciously.”
Simplot General Manager Marketing Tara Lordsmith said “Edgell is a wonderful brand with over 85 years of heritage in the Australian market which we are extremely proud of. The campaign has been designed to focus on reminding consumers of what Edgell offers, simply nothing but goodness in every corn, beetroot and chick peas can”.
Creative Credits
Creative Director – Shaun Branagan
Creative Group Heads – Amy Hollier and Gus Johnston
Art Director – Chris Hince
Executive Planning Director – Jamie Mackay
Account Service – Group Account Director Belinda Murray and Senior Account Manager Lynne Robb
Producer – Ryan Swerdlow
Photographer – Andreas Smetana
Retouching – Toby Pike
Simplot
General Manager Retail Marketing – Tara Lordsmith
Marketing Manager Shelf Stable Vegetables – Sam Laycock
Assistant Brand Manager – Nick Poynter
For further information, please contact:
Julie Wright
Access Public Relations
T: (02) 9292 7006
M: 0415 545 484
E: julie@accesspr.com.au
Danielle Veldre
Access Public Relations
T: (02) 9292 7009
M: 0408 972 997
E: danielle@accesspr.com.au
Overview of BWM
BWM is one of Australia's largest creative agencies. Founding partners Rob Belgiovane, Paul Williams and Jamie Mackay have grown the agency from start-up in 1996 to now employ over 120 staff in Australia across their Sydney and Melbourne Offices, with revenues exceeding $20 million. The partnership is one of the longest and most successful in the industry.