Loud Looks For Good Eggs In Caged Egg Campaign

Loud Looks For Good Eggs In Caged Egg Campaign
SHARE
THIS



LOUD, in partnership with its long-standing client, Animals Australia, today launches a campaign to highlight the number of cage eggs still being purchased by consumers.

Despite increased awareness of the suffering of hens in battery cages, nearly half of all eggs purchased in supermarkets are still cage eggs. While increased concern about animal welfare has driven significant change in recent years, there is a segment of the population which hasn’t been swayed on welfare grounds.

LOUD had to develop a new narrative to change behaviour. It wanted ethically conscious people, aka good eggs, to put social pressure on those bad eggs who still fill their supermarket trolleys with cage eggs.

Public campaigns on this issue have so far only focused on ethical and welfare concerns. This message has only reached a part of the population so it was felt a different approach was needed.

The agency needed to reach people who cannot be swayed on welfare grounds. Some 85 per cent of women for example say they think battery cages are cruel and should be banned however half of eggs sold in supermarkets are cage eggs. There is a huge disconnect between what people say they think and what they eventually do. The agency had a real opportunity to use social norms to address this challenge.

LOUD was also aware that many people struggle to emotionally connect with hens, despite the fact they share the capacity of any other animal to suffer – dogs, cats, horses, whales, pigs etc. Rather than rely on evoking empathy for hens, the agency wanted to make purchasing cage eggs socially unacceptable. One important insight is that cage egg purchasing is not a matter of socioeconomics. Consumer research reveals that values will trump price for people across all income brackets.

LOUD’s cage eggs campaign taps into anti-social behaviour that happens everyday at your local supermarket and creates a connection to the cage eggs sold via a giant cage egg with no moral compass. The tone was key. Humour is a powerful way to emphasise the bad egg’s anti-social behaviour but it also arms supermarket judges to shake their heads at the bad eggs in their midst.

Animal welfare and poorly treated battery hens has been a narrative that many people have been exposed to. Taking the moral high ground by making purchasing cage eggs socially awkward led to a creatively fresh approach into a well-understood problem.

“LOUD has created yet another campaign with Cultural Currency. By using the term ‘bad egg’ that is part of our everyday vernacular we are arming ethically-conscious consumers to pass on judgment in a humorous and powerful way,” said Lorraine Jokovic, CEO.

Lisa Chalk, communications director for Animals Australia added, “To their absolute credit, with ‘Bad Egg’, LOUD has really pushed the boundaries as to what a campaign against animal cruelty can look like. Creating social change is all about being bold, taking risks and forging a path where there isn’t one. This campaign ticks all those boxes.”

“Here we employ off-beat humour to remind consumers that if big retailers won’t make changes to their buying habits, they can make it for them. Hence our campaign sign-off line, ‘If you don’t buy them, they won’t sell them’,” Steven Thomson, ECD LOUD added

The campaign will cover TV, OOH, Digital and an online component that involves the bad egg continuing his behavior into the social media realm.

LOUD team:

Steven Thomson – Executive creative director/Writer

Gerry Cyron – Head of Planning and Innovation

Leoni Simon – Planner

Paul Bennell Creative director

Kiah Barker – Art director

Oliver Drummond – Senior account manager

Steve Dube – Agency producer

 

Agency Partners:

Director – Ben Nott @ World Wide Mind

Production House – Heckler

Media – Chaos media

 

 

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]