{"id":14678,"date":"2024-06-25T14:11:56","date_gmt":"2024-06-25T17:11:56","guid":{"rendered":"https:\/\/anacouto.com.br\/?post_type=cases&p=14678"},"modified":"2024-09-25T11:26:38","modified_gmt":"2024-09-25T14:26:38","slug":"happy-eggs-2","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/happy-eggs-2\/","title":{"rendered":"Happy Eggs"},"content":{"rendered":"
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Communication<\/h3>\n<\/div>\n\n\n\n
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The first step in developing the campaign is defining which audiences we need to communicate with. In the case of Happy Eggs\u00ae, 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. <\/p>\n\n\n\n

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\u00ae 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.  <\/p>\n\n\n\n

To highlight all of this, we looked more closely at chickens, key figures in Happy Eggs\u00ae. 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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

The concept \u201cFree chickens. It\u2019s wonderful.\u201d comes to life in a pop and unusual film that combines animation with live action. In it, the Happy Eggs\u00ae 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, Popop\u00f3, which is subtitled so the viewer can follow their funny lines \u2013 including when they realize it's dawn and they need to run back to their packaging. <\/p>\n\n\n\n

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\u00ae channel that playfully address relevant topics or news in real time, such as the poster they starred in as the queens of Popop\u00f3 on the day of Madonna's show in Rio de Janeiro. After all, the Happy Eggs\u00ae chickens are so free that they're everywhere, having a blast with their delicious eggs. <\/p>\n\n\n\n

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\u00ae. <\/p>\n\n\n\n

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 Fant\u00e1stico, airing in S\u00e3o Paulo, Rio de Janeiro, Curitiba, Belo Horizonte, Bras\u00edlia, Campinas, Ribeir\u00e3o Preto, S\u00e3o Jos\u00e9 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. <\/p>\n\n\n\n

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: S\u00e3o Paulo, Rio de Janeiro, Bras\u00edlia, Belo Horizonte, and Curitiba. <\/p>\n<\/div>\n<\/div>\n\n\n\n

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