Edgell gets edgy as 100-year-old brand looks to modernise with Plus One social experiment
Steve Jones examines how a century old FMCG brand embraced social media to help bolster its floundering sales.
According to the Australian Dictionary of Biography, next year marks the 110th anniversary of Gordon Edgell’s first dalliance with vegetables.
Great case study article and good to see an Aussie FMCG venturing into digital and social and not always contextual recipe or foodie sites.
+1 Dixon
Of course the tv ads and cooking slot and the magazine ads did nothing….. just the digital activity worked….. .
Great story that shows even in FMCG with all the margin pressure, venturing a little can reap large rewards. I guess the pressure is to bring the activation full circle and connect +1 with people as they walk the aisles at Coles. Any ideas?