Sunny Queen Farms - a 21.5 per cent shift back from generics ... no wonder our eggs are smiling

Sunny Queen Farms, the Australian egg producer, launched an initiative to improve brand loyalty and increase market share of its branded (as opposed to generic) eggs.

Sunny Queen Farms – a 21.5 per cent shift back from generics ... no wonder our eggs are smiling

Objective: Encourage switching back from generic/house brand shell eggs to the Sunny Queen Farms brand by establishing greater brand preference and emotional connection.

Results: A significant 21.5 per cent shift away from generic/house brand eggs with four extra share points gained with each point contributing an extra five per cent margin.

EXECUTIVE SUMMARY

The Australian egg category was dormant at best. At worst it was fast moving towards becoming a commoditised food category with little brand presence. There had...

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