The egg category is one of the least differentiated and generic categories in Australian grocery. So how do you create a campaign that helps Sunny Queen stand out from the flock? The answer lay in focusing on one key, product fact; compared to most free range hens, Sunny Queen hens get six times more space. With a limited budget to make an impact, we launched the campaign with social videos to show how much space and freedom Sunny Queen chooks really had. This extended to a content series, featuring real chook carers and farmers – helping to tell the full story. The idea then seamlessly extended to point of purchase and targeted national print advertising. Our six times more space message quickly resonated with consumers. Sunny Queen free range saw a 34% increase in sales year-on-year. And unprompted awareness rose by 15%. All in all a brilliant result for Sunny Queen.
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