Thought:
As part of our ongoing work with Noble Foods, we were
asked to develop concepts that
explored hypothetical positionings for how eggs could
better satisfy or respond to
consumer needs. One of the many thoughts we had was
how this commodity category could
respond better to concerns related to CSR issues such as
food miles and related freshness.
We were intrigued by the notion that, while early
adopters of CSR issues find it easy to
support a cause, it is harder to convert mass-market
consumers unless there is something
in it for them.
Solution:
Our solution was to emphasise the benefit of locally laid
eggs to consumers through a
cheeky brand name that reinforces the idea of freshly
laid eggs straight from the hen.
The creative execution is a selection of playful
caricatures of hens laying eggs with
three different poses/expressions for each of the three
variants.
Unique features:
The Just Laid concept uses standard egg box packaging
in a unique way that allows the
consumers to interact with the pack and design. To
further highlight the freshly laid
concept, the fastening on the box becomes a
representation of the egg itself, allowing
consumers to connect with the natural process of the
eggs ‘being laid’!