We were tasked to position eggs within the South African market as a viable alternative to conventional sources of protein. Originally aimed exclusively at parents for their children, we broadened our sights to include adult South Africans. In addition to being a protein alternative, we positioned eggs as healthy and full of nutrients that keep you sharp; including your mind. Our focus being that an egg a day will take you all the way.

With so much to say, we developed our very own, 10-part cooking show, filled with egg recipes, techniques and inspiration. The idea was to build a relationship between the consumer and the versatility of an egg, as well as its affordability.

We then burnt 70,000 DVDs and distributed them amongst our nation’s poorest, encouraging people to burn their own and share. Viewers were entertained and educated on the power of eggs and their wide range of uses in a media space they were comfortable with.

The results speak for themselves. Over 70,000 DVD’s were burnt with unknown numbers copied and shared, helping to increase sales in that period by more than 99,982,600 eggs. We turned a simple egg into something entertaining and enriching, giving hungry South Africans renewed energy. And the chance to change their lives.