2016 Winners & Shortlists

The Brief

American Garden, an active member of the sustainability community, requested a campaign that showed their commitment was alive. They had a great opportunity: their wide range and huge distribution channel reaches almost every supermarket in the region. We discovered that 76% of the population check expiration dates. But few people know the predicament of endangered animals. So we used the expiration dates on American Garden products to show them what would happen to endangered animals by those same dates. On each package, a link to the American Garden website invited people to learn more about the situation and take action.

Creative Execution

Huge American Garden distribution channels gave our message great exposure. Our special products have been sold in American Garden outlets and supermarkets throughout the region. More products will arrive in different supermarkets, starting from Dubai and reaching the entire UAE. The wide range of American Garden products allowed us to test and print our artworks on multiple packaging – from cans of tomatoes, sweet corn and baked beans, to mayonnaise, ketchup, peanut butter and pop-corn. Each product created awareness, leading customers to the American Garden website to learn more about hundreds of endangered animals and support the cause.

Describe the success of the promotion with both client and consumer including some quantifiable results

Thousands of special products reached almost every UAE supermarket and shop. The result is that each shelf is giving a voice to endangered animals and every product sold is leading people to the American Garden website, where they can learn more about the situation and support the cause. Other brands and environmental associations have recently approached us to join our movement, demonstrating that “The World Expiration Date” started with American Garden but can go much further. We strengthened American Garden equity manifest “Let’s Savor Life” and built affinity with both existing and new clients.

Explain why the method of promotion was most relevant to the product or service

American Garden created special packaging to raise awareness about the impact our lifestyles are having on the planet. We took the expiration dates of different American Garden products and showed people what would happen to endangered animals by those same dates. We engaged customers and drove them to the American Garden website, where they could learn more and support the cause. Each customer had the chance to discover hundreds of endangered animals that we profiled by conservation status – from vulnerable to critically endangered. From there, we gave customers the chance to take action, help animals in need, and play an active role in the destiny of our planet.