8th highest-selling SKU in its category after 6 months of launch
Happy Chicken Eggs is a premium free-range egg brand that focuses on the welfare of their chickens in order to produce quality eggs for consumers. They are sold exclusively in Coles Supermarkets.
In a crowded egg market, our client was asked by Coles to launch an exclusive brand of free-range eggs. Coming from a family of farmers, Morry had a great reputation with Coles' distributors for consistently delivering high quality, on time. For his new brand, Happy Chicken Eggs, he really wanted to do more to promote the welfare of animals and to give laying hens a good life worth living.
Free range is just the beginning
Strategic insight
We needed to create a new egg brand that has a positive message by walking the talk and, in doing so, traverse the traditional supermarket egg categories and combine all of the farm's positive messages into one single brand message.
A logo with a smile in it
The logo represents the playful energy that comes from a happy chicken. The logo boundaries also mimic the shape of an egg, giving an organic look and feel. The slight upward curves in the logo type provide a subtle uplifting smile.
A new category, not just a brand
We created more than just a new brand, we actually created a new egg category, one where animal welfare is a priority. We went from no name to Happy Chicken Eggs: Free range is just the beginning.
On shelf in 90 days
Working closely with the client, we managed to create the unique pack design and get it into supermarkets across Australia in just 90 days. Sales have been at production capacity from week one, with total sales moving from zero to 16,000 dozen eggs per week in under a month, already breaking even on their spend with Step Change investment.
8th highest-selling SKU in its category after 6 months of launch.
From unique pack design to eggs in supermarkets across Australia.
Dozen eggs per week within a month of launch, up from zero, at production capacity from week one.
Highest-selling SKU in its category six months after launch.
We want our chickens to be the happiest hens in the world, so we won't settle for anything less than providing them with the best welfare standards possible.
