Farm Pride Eggs launches first marketing campaign in 8 years

Posted by Andrea Hogan on 11th October 2017

Farm Pride Eggs is launching its first marketing campaign in eight years.

The ‘Start Something’ campaign includes the introduction of new higher-quality cartons that are designed to reflect the quality of the eggs inside. Each Farm Pride egg variety now has a different coloured carton and refreshed labelling.

The Farm Pride logo has been updated and the Start Something campaign will aim to associate Farm Pride eggs with starting positive action whether it be fuelling up for a gym session or creating memories over a meal.

The campaign has started in Victoria with intention to roll it out to other parts of the country at a later date.

Chief Executive Officer of Farm Pride, Bruce De Lacy, said the delicate nature of an egg, combined with the fact eggs are a fresh staple food, has resulted in limited initiative in the egg category.

“As a trusted brand, we have repositioned our brand to present a quality package for a quality product that reflects a quality brand,” De Lacy said.

“The redesigned labelling also represents the most distinctive move in carton presentation seen for many years and is designed for maximum shelf impact.”

Start Something will be supported through multi-channel marketing activities across mainstream, digital, out-of-home and social media.

Farm Pride is one of Australia’s largest egg producers with its hens laying nine million eggs per week. The company had its start in 1937 as the Victorian Egg Marketing Board. It is the only egg company listed on the Australian Securities Exchange (ASX) and its products are available in supermarkets Australia-wide.


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