Ok, here’s the situation, eggs are one of the oldest commodities, ever. And in America, egg advertising / design / branding hasn’t changed much in the past 70 years. Happy Egg was no different—falling into the same wholesome tropes of American #farmlife. So, how can a new, ambitious brand like Happy Egg stand out in a sea of sameness, with a budget the size of our competitor’s Christmas party?

The creative idea was to re-imagine Happy Egg from an ordinary free-range egg brand into an extraordinary free-range happiness brand, and to invite consumers to “Crack Open Happy” with us. Because when you “Crack Open Happy” you see a more colorful, wonderful world. Quite literally, Happy Egg products have more colorful yolks, which can be surprising to people not used to it. So, in order to reach our target, (high earning, not rich yet shoppers, aka H.E.N.R.Y.) we had to show them the magic and happiness that awaits, when you crack open a Happy Egg.

Our execution had to be…wild—zig when the others zag. To begin, we created our very own Happy World. The bravest decision was to make a clean break from the norms of the egg category and do something totally different, like—go all-in on making the Happy World illustrated—with a diverse cast of fantastical breakfast characters, rather than real people. Why? It’s the exact opposite of what you’d expect from an egg ad. We hired Australian-born street artist Brolga to illustrate our Happy World, mainly because he’s probably the last artist you would imagine to work on an egg brand. From a technicolor Yeti riding an egg unicycle to talking coffee mugs, we illustrated the Happy World with one goal: invite consumers to turn ordinary into extraordinary.

Happy Egg is now the “Fastest Growing Egg Brand in America,” moving them to the #4 slot for largest free-range egg company in America—taking a bigger piece of the 9 billion-dollar egg industry pie. Our campaign gave visibility to Happy Egg in places it has never been. For the first time, publications outside of the normal food and poultry news, were building buzz about a little-known egg brand from Arkansas, like Graphic Design USA, Shoot Magazine and Media Post. Coupled with a new and vibrant brand social strategy, consumers have been associating Happy Egg as a fun, new brand spanning a younger target demographic, without alienating their core audience.