Communication

The first step in developing the campaign is defining which audiences we need to communicate with. In the case of Happy Eggs®, we would speak to end consumers, ranging from those who buy in larger volumes for family consumption to people who consider eggs a fundamental part of a healthy diet and are more concerned about the origin of their food and animal welfare. 

We wanted to innovate in a category that lacks a tradition of brand building and a history of large-scale communication campaigns, and the Happy Eggs® personality was perfect for that: cool, cheerful, genuine, and lighthearted. This made it easy to highlight the brand's unique selling points, which exist because of the free-range and happy hens that have a richer diet and lay more nutritious eggs. Furthermore, we democratized access to these eggs, making them increasingly available on supermarket shelves.  

To highlight all of this, we looked more closely at chickens, key figures in Happy Eggs®. We understand that for them to be truly happy, several needs must be met: scratching, sunbathing and dust bathing, a rich diet, and even mild environmental temperatures. We combined this with the understanding that chickens are already part of pop culture: from movie protagonists to singers of children's songs, they are part of our lives even in moments of fun. 

Our mission with this campaign, then, became this: to show in a fun way the importance of the freedom and happiness of hens for the quality of their eggs, from their own perspective. That's right: living like a hen can be wonderful, and they are the stars of our story. 

The concept “Free chickens. It’s wonderful.” comes to life in a pop and unusual film that combines animation with live action. In it, the Happy Eggs® chickens show just how free they are, jumping out of their packaging when the supermarket closes and venturing to various places outside of it, from a funk party to the moon. All the while they speak their own language, Popopó, which is subtitled so the viewer can follow their funny lines – including when they realize it's dawn and they need to run back to their packaging. 

This narrative unfolds both in retail and on social media, with pieces in a consistently light and relaxed language that follows the brand's tone of voice. The characters spread their good humor and generate conversation, interacting with content that interests them on Instagram channels, as well as in posts on the Happy Eggs® channel that playfully address relevant topics or news in real time, such as the poster they starred in as the queens of Popopó on the day of Madonna's show in Rio de Janeiro. After all, the Happy Eggs® chickens are so free that they're everywhere, having a blast with their delicious eggs. 

As a teaser, the campaign also included a press kit sent to influencers. Shaped like a suitcase, the complete version contained a cookbook, a dish towel, refrigerator magnets with photos of the chickens having fun at night, and the chicken itself in toy art inside a mini shopping cart, as well as, of course, a box of Happy Eggs®. 

The media plan involves a robust integrated video strategy across broadcast TV, cable TV, online TV, YouTube, and social media. On broadcast TV, the film premieres on Fantástico, airing in São Paulo, Rio de Janeiro, Curitiba, Belo Horizonte, Brasília, Campinas, Ribeirão Preto, São José dos Campos, and Resende. On cable TV, the broadcast is national on the channels Viva, Sportv, GNT, and sponsored by Masterchef on Discovery Home & Health. 

We will also have an Always On strategy across Social Media, YouTube, Globoplay, the Globo family website, and Out-of-Home advertising in the brand's priority markets, which are: São Paulo, Rio de Janeiro, Brasília, Belo Horizonte, and Curitiba. 

Experience

The Happy Eggs® experience begins in retail, one of the brand's main points of contact with its consumer. From the creation of packaging to the implementation of point-of-sale materials, we designed projects that would help consumers understand more about the brand, its different products, and especially connect with its purpose. 

The construction of an attractive point of sale that facilitated navigation and the consumer's purchase decision-making process began with the creation of the packaging. In addition to featuring the main elements of the brand's visual universe, such as the prominent chicken, the packaging was designed so that the consumer could easily understand the most important information at the time of purchase. The vibrant colors help to highlight the brand, but also create an efficient distinction between the various types of eggs, which are further reinforced by the different chicken designs and an image of the egg type. The sides of the packaging were also carefully considered, designed to communicate effectively even with different displays and placements on the shelves.  

To complement the brand experience, we worked on various point-of-sale materials for retail.  

We began with a project to organize the category for the Mantiqueira Brasil brand within one of the Grupo Pão de Açúcar stores. With the goal of creating a relevant experience that would strengthen the brand at the point of sale, we created materials that educate consumers about the types of eggs, facilitating understanding of the category, and presented experiences that attract the public's attention, engaging them with interactive actions. 

The result was an implemented Brand Experience, the InStore Mantiqueira, which organized the category, engaged the consumer audience, and had a significant return in sales volume. 

This positive outcome led to a further development of the piece, which had already been designed modularly, for different sizes and formats of points of sale. In this way, we contributed to making the world freer, lighter, and more egg-based, from brand recognition to the shopping basket.