STRATEGY
Strong brands are built with consistency. Therefore, our strategy was to enhance the elements that resonated most with the audience, creating even more emotion and identification, and transforming consideration into preference. One of these points was the common belief that free-range chickens produce higher quality eggs.
To make this tangible, we highlight the brand's signature orange yolk, which sets it apart from others on the market, making it the visual embodiment of the quality of Happy Eggs® eggs. Our mission was to playfully associate the lifestyle of our hens with the nutrients and flavor of the eggs, reinforcing that only they could lay the "Maravilhovo" (a playful term for a delicious egg).
CREATION
The creative strategy was to continue the concept of "Free Chickens. It's Wonderful." We created a new story that values the freedom of our chickens. This time, they stroll through the city and decide to catch a movie. And there couldn't be a better time: in 2025, such a special year for Brazilian cinema, they embark on the adventures of the seventh art.
In this adventure, they search for a movie to watch and have fun with posters full of humor. They want something "shocking," just the way they like it. When they find it, it's a thrilling experience, and we see an irresistible sequence of appetite appeal.
On social media, our chickens also show that they were born for success, taking on the role of true movie stars in various posts.
To announce the launch of the campaign, we created a personalized press kit that combines the coloring book craze—which has swept the country—with the world of cinema, featuring several fun movie parodies.
MEDIA
Our media strategy arrives in grand style: a robust and integrated presence connecting broadcast TV, YouTube, and social media. The highlight is our debut on Fantástico, bringing our story to the brand's main markets — São Paulo, Rio de Janeiro, Curitiba, Belo Horizonte, and Brasília.
In the digital environment, the campaign's strength multiplies with exposure on Meta and YouTube, in addition to partnerships with influencers that broaden reach, generate conversation, and boost engagement. A true media blockbuster for our Maravilhovo.
