How
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:
• TM1 – Eastern Cape, Urban people (people who DO eat eggs)
• TM2 – Eastern Cape, Rural people (people who DO eat eggs)

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.

Results (November 2018 – October 2019)
Results for the campaign period – October 2019 – December 2019:

Social Media Platforms:
2270 new followers
47 266 people engaged with the brand
530 319 unique people reached
270 fans showed us how they prepared their eggs for the online competition

Mobile:
1 974 people reopened the Please Call Me message – this means that our message was effective and people went back to go and look or reopened to show someone else.

Retail Sales:
An increase of 7553 unit sales in one month from the specific stores we targeted in the Eastern Cape

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.