Veggie Heroes
Mega Image Romania
Issue 44 | September 2017
Agency
McCann Bucharest
Creative Team
Chief Creative Officer: Catalin Dobre Copywriter: Ioana Zamir Art Director: Alin Sirbu Art Director: Ion Cojocaru
Date
June 2017
Background
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”
Idea
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.
Results
Fruits and vegetables sales increased up to 300% and in store traffic increased by 11%.