Veggie Heroes BV McCann Erickson Bucharest para Mega Image

Veggie Heroes

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Sector Supermercados, La seguridad pública, salud e higiene
Media Design & Branding, Case study
Mercado Rumanía
Agencia BV McCann Erickson Bucharest
Chief Creative Officer Catalin Dobre
Art Director Ion Cojocaru, Alin Sirbu
Copywriter IOANA ZAMIR
Publicado junio 2017

Creditos y descripciones

Media: Case Studu\y
CLIENT: MEGA IMAGE ROMANIA
AGENCY: MCCANN BUCHAREST
CHIEF CREATIVE OFFICER: CATALIN DOBRE
COPYWRITER: IOANA ZAMIR
ART DIRECTOR: ALIN SIRBU
ART DIRECTOR: ION COJOCARU
Synopsis:
Facts: according to Romanian Health Ministry data, 1 in 4 kids is overweight or obese
How do you convince kids to eat boring fruits and vegetables when the store shelfs are full of colorfully packaged sweets?
You even the odds by packaging fruits and vegetables in super hero costumes that draw kids like magnets.
By designing special packaging, Mega Image - one of the biggest supermarket chains in Romania, part of global retail chain Ahold Delhaize – turned a carrot into a rocket, an eggplant into an astronaut, a cauliflower into a sheep. And the list continues as 8 of their most nutritious fruits and vegetables were turned into super heroes.
A storybook with tales about each character was also published and it accompanied the vegetables purchases in the store. This helped parents transform healthy eating into an imaginative experience for their kids.
Campaign Results: fruits and vegetables sales increased up to 300% and in store traffic increased by 11%.
Catalin Dobre, Chief Creative Officer McCann Worldgroup Romania:“What we wanted was for kids to drag their parents to the fruits and vegetable shelfs, just like they were doing until now in front of the sweets shelf. Of course all parents want to please their kids and buy them the stuff their want, but now they can do this while also making sure they eat healthy”