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Safety Bags

basics
Industry: Retail & Distribution
Media:Direct Market
Market:China
Style: Minimalism
descriptioncnen
Relevancy

Safety Bags was a highly-scalable, highly-targeted idea with a simple and direct call-to-action: to use Tesco Safety Bags to enjoy safer fruits and veggies. This campaign increased awareness about food safety and fuelled both conversation and demand for Safety Bags—safely removing pesticide residues to leave fruit and veggies just as nature intended. It also positioned Tesco as a brand striving to enhance the quality of life for its shoppers.
Synopsis

BACKGROUNDChina’s trust in food safety has hit an all-time low. From exploding watermelons and recycled gutter oil to toxic baby formulas, the country has faced one food safety scandal after another. And now this…INSIGHTA recent study by Greenpeace China shows that up to 90% of all fruits and vegetables sold in supermarkets are contaminated with at least one harmful pesticide.Pesticide residues put people at risk of brain damage, neurological problems and even cancer. So Tesco, the world’s leading supermarket, saw a need to make a difference.
Execution

Safety Bags were developed and tested at flagship Tesco supermarkets in China—where we replaced standard fruit and veggie bags with Safety Bags. To launch the initiative, a print campaign was supported by in-store posters, point-of-sale labellings and even a spot on the sales receipts. Safety bags are reusable and the way they work is simple:1.You simply grab a Safety Bag 2.Place fruit or veggies into the bag3.Expose to natural (indoor or outdoor) light for 3 hours4.Remove, rinse and enjoy
Strategy

We turned to science and found photocatalysis—the breaking down of compounds using the power of light. Photocatalysis (with TiO2) is proven to destroy viruses, bacteria and toxic chemicals, including even pesticides.So working with Hong Kong’s leading photocatalyst laboratory*, we formulated a safe, inner-coating of Nano Photocatalyst technology into our fruit and veggie bags. This had never been done before. * Medical Grade Photocatalyst Laboratory
Outcome

The Safety Bags campaign was a highly-scalable, highly-targeted idea with a simple and direct call-to-action: to use Tesco Safety Bags to enjoy safer fruits and veggies. Safety Bags were an immediate success—safely removing pesticide residues to leave fruit and veggies just as nature intended. And positioning Tesco as a brand striving to enhance the quality of life for its shoppers. Safety Bags were developed and tested at flagship Tesco supermarkets in China.This initiative increased awareness about food safety and fuelled both conversation and demand for Safety Bags. -FDA Approved (Registration Number: 19389685830)-Patent-Pending (Patent Application Number: 17103845.2)-During the test phase, 9 out of 10 people chose to use Safety Bags-Beta test results in China to be completed in Aug 2017-Global rollout plans for 2018
CampaignDescription

Safety Bags are fruit and veggie bags that remove harmful pesticide residues.They look and feel just like normal fruit and veggie bags. However, every Safety Bag is formulated with a safe, inner-coating of Nano Photocatalyst technology. Safety Bags absorb natural light to trigger the bag's inner coating. This works to break down the toxic residues found in fruit and veggies—decomposing the toxic elements and dispersing them naturally into the air.Thus, enabling supermarket consumers to enjoy safer fruits and vegetables.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Production Company:
Other credit:Entrant Company: CHEIL WORLDWIDE HONG KONG, Hong Kong
Creative Service Associate Director, Denise Chan, Cheil Worldwide, Hong Kong
awards
The One Show 2018
Merit Design
Innovation in Design / Print
The One Show 2018
Merit Intellectual Property
Physical Product
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Experience Design
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