Edenred – Olá, Madeira!

Fig. 1 – Edenred Olá, Madeira! campaign media communication examples

About Edenred

Edenred is the leading digital platform for services and payments, connecting over 60 million users and 2 million partner merchants in 45 countries. In Romania, Edenred is best known for its Ticket Restaurant meal cards, but its portfolio extends across a wide range of employee benefits, fleet & mobility solutions, and corporate payment services.

With a mission to make everyday life easier for people and businesses, Edenred combines innovation, technology, and human-centric design to deliver solutions that are both practical and rewarding. The company is committed to sustainability and social impact, empowering communities while continuously transforming how people eat, move, and live at work.

Project overview

In summer 2025, Edenred Romania launched the “Olá, Madeira!” campaign, a playful, unexpected initiative designed to bring joy and surprise to everyday meal voucher use. The campaign invited consumers to pay for food orders with their Edenred Ticket Restaurant card, for a chance to win a dream vacation to the island of Madeira.

The Challenge

Edenred wanted to step outside the conventional tone of financial and utility campaigns, and instead engage consumers with a campaign that felt light, summery, and full of discovery. The goal was to drive adoption and use of Edenred Ticket Restaurant while creating an emotional link between the brand and the pleasure of food.

Fig. 2 – Olá, Madeira! logo

Fig. 3 – Campaign asset, dark

Fig. 4 – Campaign asset, light

Fig. 5 – Campaign asset

Fig. 6 – Campaign asset

Fig. 7 – Campaign asset

Fig. 8 – Campaign asset

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Fig. 10 – Campaign asset

The Creative Idea

The central idea was to recreate a summer beach scene entirely out of food and drinks. Waves made from fresh juice, umbrellas shaped from citrus slices, sandy textures from breadcrumbs, and colorful skies from layered fruits — all coming together in a surreal yet inviting landscape.

This unique food-art concept was supported by the bold headline “Olá, Madeira!”, a cheerful greeting that combines both summer escapism and the promise of reward.

Execution

Visuals
A series of surreal compositions where food was transformed into summer landscapes, captured in stills and motion for maximum impact.

Tone of voice
Playful, lighthearted, and inviting — designed to surprise and delight audiences while keeping Edenred’s role clear.

Activation
Consumers who paid with Edenred Ticket Restaurant at participating restaurants were automatically entered into the competition for the grand prize: a holiday in Madeira.

Fig. 11 – Other campaign assets

Impact

The campaign succeeded in creating strong visibility and differentiation in a competitive food benefits market. By merging utility with emotion, Edenred not only increased voucher use but also strengthened brand perception as innovative, fun, and consumer-centric.

Big statement

“Olá, Madeira!” proved that even transactional products like meal vouchers can be celebrated with creativity, joy, and a sense of reward. The campaign delivered Edenred’s message with clarity and charm, while reminding consumers that every payment is a step closer to new experiences.

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