Oddfellows

Our Oddthinking process highlighted a key strategic opportunity – that there is a large group of consumers who don’t reject eggs on health grounds, but simply think they’re too complicated. So we needed to create a campaign that not only sold eggs as a healthy and delicious meal option, but one that is simple and cost effective for the whole family.

Action

After identifying our core target audience (We call her Sharon) we created a five-year campaign, beginning in 2008, which re-positioned eggs as a simple, quick and delicious any-occasion meal option.

Sharon isn’t starry-eyed or sentimental about her husband or her kids.  She loves them, but she sees them as real people with the power to drive her mad.  She relishes any opportunity to engage in a like minded dialogue with her peers about what her domestic life is really like. The creative showed Sharon how eggs can take away the hard work of meal times and deliver the satisfying, enjoyable meals that will prove she’s a winner as a wife and a mum  --  not just to her husband and kids, but to herself.

Outcome

Eggs are currently exceeding year-on-year targets (7% growth) and now have an online platform that can be used for data capture, eDMs, recipes, and nutritional fact-finding for consumers, schools and healthcare professionals. Australia is one of the few countries in the world with recent year-on-year growth.