The Brief
Blimey have worked with the happy egg co. brand from the very beginning, even supporting the brands US launch back in 2012. Having worked with the team on a number of projects, the happy egg co. turned to Blimey to support its 3-month ‘UK-Eggy’ Bus Tour Campaign – an educational programme looking to engage families and their children on the ‘free range’ journey ‘farm to fork’.
Turning stateside, Blimey were drafted in once again to help bring the brand’s Hendependence Campaign to life – a marketing initiative devised to support their long-term PR initiative committed to educating the US consumer on hen welfare.
The Solution
In just 18 days from start to finish Blimey delivered a physical brand experience that maximised a variety of engaging mechanics, illustrations and props, to provide a truly immersive and educational experience. From design, build and even sourcing a mechanic, to chicken skeletons and dinosaur heads, Blimey developed the award-winning ‘Eggy Bus’ experiential platform – that was ready to welcome over 10,000 school children on board from all across the UK.
Next focusing on a campaign identity that would work within the US market, Blimey set to work developing a full suite of offline and online assets to support the Hendependence campaign. A campaign identity, microsite, social media assets, unique print and farm scene exhibition stand captured what True Free Range was all about, whilst a stop motion video, concepted by Blimey and made in collaboration with A + C and ex-Aardman model maker Jim Parkin ensured maximum reach.
The Results
Recognised by the British Free Range Egg Producers Association with their prestigious Marketing Initiative of the Year award in 2015 and nominated for The Chartered Institute of Marketing Brand Experience award, the Tour Bus welcomed over 10,000 schoolchildren aged 5-11 to take part in onboard activities.
Successfully launching the new brand on the US market, and now officially no.1 free-range brand on the egg aisle the US team were awarded the esteemed Excellence in Marketing award from the CIM in 2016. The customer retention and acquisition tactics delivered 30K sign ups to the #FlockingHappy pledge in connection with Care2 in just one month, alongside a successful 6-month segmented email campaign to 30K subscribers that saw an average open rate over 30%.
