Loud Looks For Good Eggs In Caged Egg Campaign
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
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.