Nulaid is part of the big 5 players in the egg industry (they hold 10% of the market share), making them the biggest egg company in South Africa. Their largest egg poultry farm is in the Eastern Cape and it was believed that they were missing a big opportunity in the region due to low brand awareness.
We were tasked with developing a promotional campaign that would increase brand awareness and market share of Nulaid Eggs in the Eastern Cape.
The purchasing behaviour behind buying eggs is primarily driven by price, which was why we had to position ourselves as a healthy, cost effective solution. Our promotional campaign would focus on the non-functional benefits of eggs and utilise ‘human truths’ to craft the campaign strategy and messaging.
We conducted research on the market environment and identified Nulaid’s competitors in that space – the following insights were gained:
Our solution was to re-position Nulaid Eggs as a healthier, cheaper alternative to fast-food by likening a ‘ready boiled egg’ to ‘take-away food’. Along with the health awareness movement, and considering the costs of healthy food, we were confident in our belief that a ‘ready boiled’ Nulaid egg was the perfect healthy food on-the-go for any LSM.
In order to achieve the objective, it was necessary to devise and communicate a message that would facilitate a change in human behaviour i.e. from buying unhealthy, fast food meals, and present Nulaid Eggs as a healthier, on-the-go alternative.
The campaign was targeted at the following audience:
We crafted a call to action for the campaign – ‘Grab some Goodness-to-go!’
This was communicated through OOH (out-of-home) advertising i.e. lamp pole adverts, to create awareness; in-store point-of-sale marketing was used to drive promotions.
We conducted taxi rank activations where mascots handed out sachets of condiments and take-away bags to passers-by and encouraged them to go get their Farm Fresh Nulaid Eggs. This campaign marketing activity was supported by a social media competition where entrants could stand a chance to win a convection oven.
The campaign achieved the desired results – unit sales increased throughout the target region and the increase across all social media metrics clearly shows a marked increase in brand awareness for Nulaid Eggs within the target region.