SAFETY BAGS

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TitleSAFETY BAGS
ClientTESCO
Product / ServiceFRUIT & VEGGIE PLASTIC BAGS
CategoryA08. Corporate Social Responsibility
EntrantCHEIL WORLDWIDE Hong Kong, HONG KONG
Idea Creation CHEIL WORLDWIDE Hong Kong, HONG KONG
Production CHEIL WORLDWIDE Hong Kong, HONG KONG

The Campaign

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.

Creative 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 bag 3. Expose to natural (indoor or outdoor) light for 3 hours 4. Remove, rinse and enjoy

Results

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. This initiative increased awareness about food safety and fuelled both conversation and demand for Safety Bags. It also positioned Tesco as a brand striving to enhance the quality of life for its shoppers. Safety Bags were launched at flagship Tesco supermarkets in China. - 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

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. 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.

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

Credits

Name Company Position
Paul Chan Cheil Worldwide, Hong Kong Executive Creative Director
Lili Jiang Cheil Worldwide, Hong Kong Creative Director
Ivan Au Cheil Worldwide, Hong Kong Creative Director
Paul Chan Cheil Worldwide, Hong Kong Copywriter
Lili Jiang Cheil Worldwide, Hong Kong Copywriter
Keith Liu Cheil Worldwide, Hong Kong Copywriter
Ivan Au Cheil Worldwide, Hong Kong Art Director
Toby Hong Cheil Worldwide, Hong Kong Art Director
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