Happy Egg Co. and creative advertising agency SUPERMOON point out that “cage-free” doesn’t mean “free” at all in their new campaign. The ad by Happy Egg Co. wants to educate customers that there is a serious difference between cage-free and true free range.
The ad targets responsible food consumers, who are troubled by how their eggs are being produced, and have turned to cage-free eggs as a more humane alternative.
“Many consumers have been convinced that buying ‘cage-free’ eggs means that they are purchasing a high animal welfare product where the chickens are free to roam outdoors, when in fact ‘cage-free’ eggs come from hens that live their entire lives indoors,” said David DeRoma, Executive Creative Director and Partner at SUPERMOON. “We figured it was time to set the record straight.”
DeRoma explained to DIVERGE the story behind the campaign:
Where did the idea for this campaign come from?
“Many consumers have been convinced that buying ‘cage-free’ eggs means that they are purchasing a high animal welfare product where the chickens are free to roam outdoors, when in fact ‘cage-free’ eggs come from hens that live their entire lives indoors,” says David DeRoma, executive creative director and partner at SUPERMOON. “We figured it was time to set the record straight.”
The rise in more socially responsible eggs has been driven by reports of cramped, inhumane conditions for cage-free chickens. Consumers see words like “cage-free” and “free range” on the carton label and think of them as interchangeable. So the Happy Egg Co. wants to educate customers that there is a serious difference between cage-free and true free range.
Why is it significant?
Because many consumers mistake cage free as free range. We need to help people understand that cage free is not the same as free range and that Happy Egg is the ONLY real free range brand in the market with standards that actually align what consumers believe when they purchase cage free eggs.
And, there are some BIG differences. Happy Egg Co’s chickens:
• live in 21.8 square feet per bird (nearly 11 times larger than most free range standards)
• spend an average of nine hours in an outdoor pasture and have added enrichment out on the range to ensure the hens go outside everyday
• nest in private boxes
• drink clean water and eat a specially formulated diet of corn and soy
• caretakers are passionate about animal welfare
What is the goal of this campaign?
Increase Happy Egg sales velocity by educating people that cage free and free range eggs are NOT the same.
What does the Happy Egg Company do?
“egg-quartered” in San Francisco, the Happy Egg Co. produces true free range eggs. All of their hens are free to roam outdoors, everyday because they believe that happy hens lay the best eggs.
Where will this campaign run and how?
Denver residents will be the first to see the happy egg co.’s new campaign in out-of-home placements and social media.
