How? By turning them into a powerful superhero brand.
Promoting fruits and vegetables when you also sell shiny packaged goods isn’t easy.
But Kaufland Bulgaria showed what it is to really stand by families by turning regular plants into incredible superheroes, fighting the unhealthy foods. Launched as a one-off, The Fresh Superheroes quickly became so viral that they turned into a year-long campaign for a brand, that didn’t even exist before.
The real health benefits of the plants became impressive superpowers, which help them beat the sugary villains.
And subtly teach children about the real value of each fruit or veggie.
The Fresh Superheroes was the first campaign by a retailer to give fruits and veggies names and faces, make them desirable and create a brand out of them. They became a superhero universe of its own (sorry, Marvel). Helping parents and teaching kids, The Fresh Superheroes ended up as one of the best-selling products by Kaufland Bulgaria.
