Handsome Brook Farms
In this campaign, Handsome Brook Farms wants to convince Gen Z college students to switch from cheaper eggs to Handsome’s pricier pasture-raised, organic eggs. Our strategy lies in generating brand loyalty through the introduction of Handsome Brook Farm’s “Good Eggs Club” which encourages consumers to better themselves and the world. This positive message adds a twist– a little judgment when consumers don’t make the best decisions for themselves. Like a mother hen, Handsome judges because they care.
AD & CW: Erica Goldsworthy + Emily Waldo
We’ve revamped the carton as well! Inside the carton, we’ve introduced the values of Handsome Brook Farms and connected their belief that “what’s good for us is good for the planet” with the introduction of the Good Eggs Club. The strategy behind this idea is to promote customer loyalty through a sense of belonging.
Starting outdoors, our ads target impatient consumers with road rage. By tapping into the Prius cliché of being slow, we used the egg to judge drivers that let the slow paced cars get to them.
College students and independence, a risky combination when it comes to bars. We chose to use posters in bar bathrooms to pass judgement along to the bad eggs who are feeling the consequences of how it feels to not take care of one’s self.
Our magazine ad gives consumers insight into what being a good egg entails and gives credibility and authority to Handsome Brook Farms by giving consumers insight to their farming practices.
On Instagram, we decided to engage directly with consumers and ask them to get involved by sending in their stories that our egg can react to.
On Snapchat we let users interact with us using our filter that rates what kind of egg they are. Whether they are deviled eggs, scrambled or sunny side up, this filter will boost outreach and target those young college students.
Nothing screams membership louder than a pin. Pins are a form of self-expression. They tell you about a person. In this campaign, we capitalize on this by giving our most active customers official Good Eggs Club pins.
Our last product is the Good Eggs Club conscience cleaner. These stress ball eggs are a great way to relieve stress and clear students conscience when facing finals, the Sunday scaries, or their parents back home. They’re there to help students when the Good Eggs path gets a little too rocky.