Handsome Brook Farms
Handsome Brook Farms offers organic, ethically-raised eggs in stores across the U.S. However, their high price and lack of public awareness have considerable drawbacks on their ability to market their product in a world where eggs are getting more and more expensive. We sought to inform and excite customers by treating their code of ethics as a benefit, rather than a consumer expense.
We would post outdoor ads outside of major grocery chains to continuously remind the customer of our ethical standards just before the moment that they make a purchase.
We would also support our campaign campaign by posting digital banners across the online stores we already sell our eggs at, immediately incentivizing customers to learn more about the brand.
“Every one of our eggs has a secret ingredient. Ethics.
Food tastes better without a guilty aftertaste. That’s why at Handsome Brook Farms, we raise our hens according to the highest ethical standards.
Our hens live in spacious pastures filled with natural vitamins and proteins that are free of insecticides, herbicides, GMOs, or antibiotics.
It’s an all-natural lifestyle that gives our organic eggs the highest possible Omega-3 count. This results in a fluffy texture and a bright orange yolk.
Not only do our eggs taste great, they deliver you six grams of protein and a healthy dose of vitamin A, calcium, and iron, all wrapped up in the perfect speckled shell.
Enjoy our ethically-raised eggs in your omelets, souffles, cakes or frittatas today.
See handsomebrookfarms.com for more information on how our farmers and our hens produce their delicious, ethical eggs.”
Informative print ads would also be placed in magazines such as Green Living and Sublime Magazine, reaching relevant audiences while positioning our brand as eco-friendly and community-minded.
We would then introduce our digital element, personifying our chickens to Instagram audiences while also going more in-depth on our ethical practices.
Our campaign would finish with an opening of ‘ethical egg tours’ of our associated farms, inviting consumers to come and meet the chickens they had heard so much about, learn more about ethical and sustainable farming practices, and get the chance to cuddle a real live chicken.
Emma Harden - Social Media and Print Copywriter
Kate Acra - Art Director
Sydney McLaughlin - Out-of-Home Copywriter