THE JOY OF EGGS

Client: Australian Eggs

Background

Eggs are one of the the most versatile, nutritious, and delicious foods on the planet - but how we can showcase that to different audiences on social - especially a Gen-Z audience who lean towards plant based diets and are distrustful of brands.

Common ground

We create different content streams for our different audiences.

For an older audience we would create more premium longform ‘cookery show’ style content at key beats of the year like World Egg day.

For a younger audience we would leverage the power of creators on TikTok and Reels, to highlight eggs as a key part of their lifestyle.

playground

To service our Gen Z audience, we were the first agency to get a brand on Reels thanks to our close creator network and one the first Aussie food brands to adopt TikTok. Working closely with Australian Eggs, we quickly identified 12 creators to create bespoke content especially for Australian Eggs under the platform #EggsMyWay and amassed half a million views within 12 hours.

For our older audience we partnered with much loved food personality and educator Adam Liaw to create recipe video content that would teach Australia  how to make a dozen of Adam’s favourite egg dishes from around the world. Launching around World Egg Day we would release two recipe videos a day alongside a poll mechanic inviting our audience to vote. This content benefited from the WFH lockdown lifestyle of our audience and provided them much needed inspiration.

Ground breaking

On TikTok and reels we’ve seen over 2.2million views on all Australian Eggs content and that number continues to rise as we keep collaborating with new creators.

For Adam Liaw’s around the world recipe content we saw a combined reach across ours and his channels of over 300,000, with over 19,000 reactions and significant engagement.

Our content continues to drive results within all of Australian Egg’s audiences and sets new standards for best practice.