Eggs are eggs, right? And consumers normally have a fair idea of how much they’d be willing to pay for them. But Clarence Court eggs are priced at a premium. To justify their higher rate in a competitive supermarket world, they needed some strategic thinking.

We started with field research and discovered they had a unique story to tell. Their pedigreed hens looked beautifully distinctive, leading us to the insight - posh eggs are laid by posh birds.

This truth was captured in my tagline, ‘FABULOUS EGGS, BY FABULOUS BIRDS’ which is still running on their website, socials and even the pack itself.

To bring this unusual concept to life, we did a fun and fabulous photoshoot with the hens as fashion models. The award-winning photographer Richard Mountney brought our concept to life in this one-of-a-kind fashion shoot, helping us create a fully integrated online/offline campaign, using behind-the-scenes footage of the shoot as social content and driving traffic to the website.

This resulted in better distribution in supermarkets, increased visitor numbers to the website and endorsement by celeb chef Mark Hix. Delicious result all round.

Integrated/Print/Social/Digital/OOH.
Role: Copywriter
Agency: WFCA, Tunbridge Wells