• Situation

La Calera is the largest egg producer in Peru and its mission is to democratize nutrition along the country. The great challenge is to be able to transport fresh eggs to inaccessible places like Janac Chuquibamba, a community located at 3,600 meters above sea level. A place with one of the highest malnutrition rates in Peru (5 out of 10 children suffer it). This has become an endemic condition, costing the Peruvian state millions due to cognitive loss experienced by adults during their early childhood.

• Brief

Find a sustainable solution that can provide nutrition through eggs for the children in the Andes.

• Objectives

To reduce the malnutrition rate in the residents of Janac Chuquibamba, especially in children.

Transporting quality and fresh eggs to Janac Chuquibamba every week is practically impossible, so we decided to, instead of that, transported laying hens and adapted them to live in those conditions. That way the community will be able to assure the nutrition that a daily serving of fresh eggs can give.

All the community were trained to raise the laying hens correctly and thus be able to supply themselves with fresh eggs daily.

To make it sustainable and scalable, La Calera delivered one rooster for each 10 hens and launched the Andes Hens egg Package to support the delivery of more hens to the Andes.

The "Andes Hens" campaign aims to improve the nutrition of children and vulnerable populations in the Andes by promoting the consumption of eggs as a source of protein and essential nutrients.

Consumer Demographic: Parents and caregivers concerned about their children's nutrition.

For the PR strategy for La Calera's "Andes Hens" campaign, creative and utilitarian content of high interest to both the media and its audience was developed. A strategic media segmentation was carried out with the objective of covering as many media outlets as possible in order to maximise the dissemination of key messages across multiple platforms, including traditional press, digital and social media.

Both media and influencers were receptive to the information and interested in learning more about the campaign's mission. As a result, interviews were set up to further one of the main objectives: to raise awareness of the importance of egg consumption in infancy and childhood.

With the help of experts, we prepared a special type of white hen (W-80 hen) with a selected diet comprising the scant food available in the region and adapted the poultry to the new climatic conditions. All without genetic manipulation.

This diet also contained the necessary nutrients for the laying hens to produce the required number of eggs without losing their quality.

To make it sustainable, La Calera delivered one rooster for each 10 hens and launched the Andes Hens egg Package to support the delivery of more hens to the Andes.

In addition, the program also consists in teaching how to raise and breed the laying hens, benefiting thousands of people.

Due the success of the project and because it’s self-sustainable, the project will be scaled to 4 more communities.

The Andes Hens egg package to support the program sold out across Peru, helping to deliver more hens to Janac Chuquibamba and other communities.

People around Perú are now better informed about the alarming malnutrition rates in the Andes.

La Calera Brand Perception rose positively, being perceived as a socially responsible brand.

+500 families benefited.

+1.000.000 eggs projected during 2024.

47% drop of malnutrition rates projected for the first 6 months.

4 more communities will be added to the program.