Over 40% of eggs in Australia are sold as free-range, but with no national definition for the term, consumers were growing increasingly confused and distrusting of free range claims. ‘The billboards with nothing to hide’ used innovative creative and tactical media placement to confirm Farm Pride’s reputation as Australia’s leading free range egg supplier among new and existing consumers.

The ‘Nothing to Hide’ campaign built trust in Farm Pride, which is remarkable as the category is full of confusing claims and unregulated labels. The billboards actively engaged customers, built brand loyalty and saw an increase in Farm Pride sales across Australia.

"At a time when there is confusion among consumers about packaging claims, we felt it was important to demonstrate, that our hens produce 100% free range eggs in certified free range farms.” Sarah McLeod, marketing executive, Farm Pride.

Since the creative proved, beyond a doubt, just how free range Farm Pride eggs actually are, our marketing plan was simple. We secured Australia’s busiest outdoor sites, which are all situated near food markets. Due to this positioning, Farm Pride had their biggest sales ever during the campaign.

As a relatively small egg distributer, the main objective of this campaign was brand awareness.

Farm pride had their biggest sales ever during the campaign. And our sites generated over $4 million in PR and earned media.

Most importantly Farm Pride re-established themselves as the leading free range egg supplier in Australia.