Australian Eggs has evolved its ‘The Easter OG’ platform for 2026 with an integrated, social-first campaign.
Developed by integrated creative agency, Liquid Ideas, the campaign positioned real eggs as the original hero of Easter long before the tradition of chocolate eggs emerged. It has evolved the platform to further cement eggs as a central part of modern Easter celebrations alongside chocolate, and drive relevance during this period.
The hero campaign creative is anchored in a satirical film imagining a “Big Chocolate” emergency boardroom meeting, scrambling to respond to their declining relevance at Easter, as real eggs are the “Easter OG” and consumers are realising that the Easter Bunny doesn’t actually lay eggs.
Created in conjunction with the production team at Good Grief, the film will roll out across social and digital channels in multiple formats.
Bella Rousis head of strategy at Liquid Ideas said: “Last year we reminded Australians that real eggs are the original Easter hero. This year we wanted to escalate the idea and imagine what the reaction inside ‘Big Chocolate’ might look like. It lets us keep the playful rivalry while landing the point that eggs have always been part of Easter traditions.”
Australian Eggs has also partnered with chefs Andy Hearnden (Andy Cooks), Kirsten Tibballs, and Andy Bowden to develop original Easter recipes that hero both the “choc kind” and “chick kind” of eggs to reinforce campaign messaging.
The campaign also includes a partnership with Gourmet Traveller on a dedicated Easter recipe collection, editorial content and social drivers to reach their premium, food-passionate audience.
Rowan McMonnies managing director of Australian Eggs said: “Eggs have been part of Easter celebrations for centuries, long before chocolate entered the picture. Partnering with Gourmet Traveller and chefs like Kirsten Tibballs, Andy Cooks and Andy Bowden this year is about reaching food-passionate Australians where they’re already looking for inspiration.”
Credits
Client: Australian Eggs
Creative ideation, earned media, paid media, social and influencer: Liquid Ideas
Creative and production: Good Grief
