POWERED BY EGGS

Client: Australian Eggs

Background

There are so many positive health benefits to eggs but in a world of protein smoothies and fad diets the original superfood wasn’t top of mind for Australians. Our challenge was to reframe it as the OG superfood and link it to the active lifestyles of our audience.

Common ground

From mental health to heart health, there are so many benefits to eating eggs but we knew straight health messaging wouldn’t cut through - instead we opted for an emotional celebration ‘Powered by eggs’. We would celebrate the wins and the journey, whatever lifestage you were at, or exercise you were into.

playGround

Our lead manifesto film incorporated bespoke shot footage, UGC, and influencer content to reflect and inspire all of Australia. By directly cutting between exercise and food porn we were able to visually create the link between eggs and exercise - this was backed up by a rigorous health & consumer PR plan and recipe / always on social content that let everyone get involved.

Our influencers, led by Madame Butterfly herself Suzie O’Neill, launched the hero film on their channels alongside a comprehensive media campaign that targeted specific sub-audiences with cutdown messaging tailored especially to them.

Ground breaking

Campaign still underway.