Edenia Foods - Eduard, the Urban Farmer

Public Case Summary

Campaign: Eduard, the Urban Farmer
Brand: Edenia Foods
Client: Macromex
Lead Agency: Saatchi & Saatchi + The Geeks
Contributing Agency: STARCOM

Public Case Summary:
Frozen vegetables are perceived to be less healthy, nutritive and tasty than fresh vegetables, although this is arguably not true. For creating an educational campaign on this rather difficult and dull topic, we came up with an unconventional “education through entertainment” campaign, which has in its core a digital sitcom, “Eduard, the urban farmer”, to make – probably for the first time ever – frozen vegetables an exciting topic to discover, while consolidating the Edenia brand both in terms of sales (+13.4%) and in terms of market share (+4.4pp).

Team: Teodora Ionica, Senior Copywriter - Saatchi & Saatchi + The Geeks // Ioana Brebu, Account Director - Saatchi & Saatchi + The Geeks // Bogdan Costin, Creative Director - Saatchi & Saatchi + The Geeks // Adrian Vladut, Media Communication Manager - STARCOM // Octavian Catana, Senior Art Director - Saatchi & Saatchi + The Geeks // Manuela Tutunica, Media Performance Specialist - STARCOM // Andreea Ivanov, Performance Media Consultant - STARCOM // Madalina Stoica, Senior Account Manager - Saatchi & Saatchi + The Geeks // Daniela Eustafievici, Media Communication Manager - STARCOM // Vlad Petre, Managing Director - Saatchi & Saatchi + The Geeks // Oana Stincel, Marketing Director - Macromex // Camelia Manoil, Senior Brand Manager - Macromex // Georgiana Modoran, Junior Brand Manager - Macromex // Ana Ocnaru, Communication & Digital Manager - Macromex.

Creative Reel

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Images of Creative Work

Main key visual

In store key visual

Online gifs

Campaign website

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