THE BRIEF

Reinvigorate The Happy Egg Co’s sales by increasing brand preference, giving people reason to pay more for Happy Eggs, not just any eggs.

INSIGHT

One egg tastes pretty much like another, but people will happily believe they taste better when they can see they come from well-cared-for hens. And they’ll happily pay a little bit more, knowing that they are doing their bit for animal welfare. Because who doesn’t like to feel happier about their choices?

STRATEGY

welfare + taste = happiness

CREATIVE PROPOSITION

Discover the great taste of happiness

OUTPUT

The Chain of Happiness

A TV-led ad campaign showing hen wellbeing contributing to the enjoyment of tasty eggs, and targeting people when they were likely to be at their happiest.

IMPACT

A very happy 24% value growth!

Recruited 680k new households (vs. target of 600k), achieving 51% Ad Recognition (vs. 39% norm) and 51% Brand Recognition (vs. 29% norm). Taste perception hit 68% (vs. 45% norm) and Salience leapfrogged own label, growing by 294%.