The story and task
Eggs as a contemporary meal solution. Much maligned, but good for satiety, good for versatility and better for you than you might think...
A link up with Gizzi Erskine worked across multiple platforms with the one central storyteller; a new ‘Meals in Minutes’ website; 150 journalist briefings; an extended campaign to target slimmers; and a social media campaign targeting mums through Mumsnet and Netmums.
27m additional eggs sold during campaign. 120,000 visits to the recipe website. £500k+ media coverage including fashion/lifestyle/national titles; 1.5m slimmers reached through interactive campaign; permanent egg features on Mumsnet/Netmums.