INSPIRING AUSSIES TO EAT MORE EGGS. Let’s Get Cracking!
Australian Eggs wanted to inspire consumers to eat more eggs with a creative campaign that has longevity, appeal to different market segments, emotional resonance and consumption stimulation.
The campaign has recently been updated to create awareness concerning eggs’ nutritional credentials (especially at a time when families are seeking nutritious, quick and easy meals) without peaking demand.
BASTION BANJO’S PROCESS: CREATIVE CERTAINTY
This initial work was in a tender situation. Even in a tender situation, Bastion BANJO runs it’s “Creative certainty” process. At Discovery we identified strategic territories & test to agree the insight and role of brand. In Development we worked up many ways into the strategic territory and tested. We learn from each phase of testing. Being successful with the tender, we then worked with the client and delivered a creative campaign across all key touch points.
INSIGHT UNCOVERED: A MISPERCEPTION ABOUT EGGS
There was a misperception about eggs. This existed on two fronts. From a health perspective, there remained a hangover from the years gone by that we should limit our egg consumption. But the latest Heart Foundation research and others showed we can eat many eggs. From an occasion perspective, eggs were seen as largely something you have for breakfast. If we were to stimulate consumption we needed to overcome these barriers to consumption. Our strategy was to reframe eggs.
Eggs are good for us. And they’re good any time of the day and for any meal occasion.
LEARNINGS & CHALLENGES
What made this process work well was having total stakeholder engagement. We know within a co-op style of communication that we need the key stakeholder in the room at the right time and collaborating, supporting and buying into the process and outcomes.
SOLUTION: AUSTRALIA LET’S GET CRACKING…
15 second and 30 second TVCs (check out a few of these to your left)
Digital – all formats
Royal Easter Show Stand
Recipes & collateral
We delivered a through the line campaign. TV, Outdoor, digital, social, schools’ education programs and booklets, show stands, recipe books and collateral for health care professionals.
Not withstanding some of the challenges the industry faced (salmonella, etc.), egg consumption per capital went up from 244 to 247. The campaign continues to be rolled out and extended to deliver growth.
“Australian Eggs has been working with Banjo for 2 years as the result of a creative pitch. Their campaign strategy & creative thinking exceeded our expectations! The creative challenge was to reposition eggs from a humble, rational family staple, to an inspiring, delicious, versatile meal ingredient, that appeals to millennials, families AND boomers! Not an easy challenge, but Banjo certainly rose to the occasion with ‘Get Cracking Australia!’
Over the relationship, there have been many firsts, & Banjo has responded each time with fabulous creative ideas, disciplined process & excellent client dedication. Digital & website, education & advertising, to corporate purpose workshops, Banjo embraces everything we throw at them, and always with great passion & personal warmth that makes them a great part of our extended Australian Eggs team.”