AECL - Cooking up a Storm

In 2004, the Australian egg industry was in trouble. In the face of product oversupply, consumer demand was decreasing due to becoming unfashionable and many people believing that eggs are high in cholesterol.

AECL – Cooking up a Storm

Agency: Saatchi & Saatchi Healthcare

EXECUTIVE SUMMARY:

In 2004, the Australian egg industry was in trouble. In the face of product oversupply, consumer demand was decreasing. Overcoming this issue required a fundamental attitude shift in order to change behaviour and drive sales. By focusing on specific targets and developing a long-term communication strategy, the egg category experienced a phenomenal 18% growth by 2008. Importantly, the campaign changed Australians' attitude towards eggs, paving the way for sustainable growth.

GETTING TO KNOW THE MAIN INGREDIENT:

Don't be fooled by its size – the egg overflows with...

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