2015 CWWWR AWARD WINNER: 3rd PLACE, DAIRY, SPICES, OILS, SAUCES, CONDIMENTS - Just Laid
As part of our ongoing work with Noble Foods, we were asked to develop concepts that explored hypothetical positionings for how eggs could better satisfy or respond to consumer needs. One of the many thoughts we had was how this commodity category could respond better to concerns related to CSR issues such as food miles and related freshness. We were intrigued by the notion that, while early adopters of CSR issues find it easy to support a cause, it is harder to convert mass-market consumers unless there is something in it for them.
Solution: Our solution was to emphasize the benefit of locally laid eggs to consumers through a cheeky brand name that reinforces the idea of freshly laid eggs straight from the hen. The creative execution is a selection of playful caricatures of hens laying eggs with three different poses/expressions for each of the three variants. Unique features The Just Laid concept would use standard egg box packaging in a unique way that would allow consumers to interact with the pack and design. To further highlight the freshly laid concept, the fastening on the box becomes a representation of the egg itself, allowing consumers to connect with the natural process of the eggs ‘being laid’!
Designed by Springetts Brand Design Consultants
Country: United Kingdom