MISSION Agency, bray leino, has launched ‘For the Love of Egg’, its first creative work for premium egg brand St. Ewe, aiming to grow awareness and drive sales among higher income households and families who value good food.
The campaign is the first brand push from the Cornwall-based egg company and follows bray leino’s recent appointment as St. Ewe’s lead creative and media Agency. The Agency is developing a new comms platform and delivering integrated media and activation.
To meet the brief, bray leino developed a creative strategy to “own the breakfast moment” and build knowledge of the brand with a community the work calls ‘The Disciples of Egg’. The hero asset embodies this egg-loving personality, featuring a woman enjoying her prized ‘Rich Yolk’ eggs in solace.
The work runs from 9 October across DOOH, digital and social media. Placements are directed at Tesco and Sainsbury’s stores, with media concentrated on Fridays, Saturdays and Sundays, when target audiences are doing their weekly shop. The creative was supported by production company AWA London, with photography by Aleksandra Kingo.
The ads are the second wave of an integrated campaign, following a media partnership with Channel 4’s Sunday Brunch that began in late August. The partnership includes two monthly branded in-show segments, showcasing recipes designed collaboratively to reflect key seasonal moments across the year.
Victoria Guy, head of brand marketing at St. Ewe, said: “We’re at a pivotal moment in our growth journey. As a brand we have strong national distribution and real momentum in the category, but awareness doesn’t yet quite reflect our ambition. bray leino has impressed us with the strength of its integrated offering, and the work really captures the devotion for good food that we share with our customers. The Agency stood out for us given its strong track record of helping challenger brands grow into category leaders, and we’re confident this is only the beginning of a great partnership.”
Kate Cox, CEO at bray leino, added: “St. Ewe is an exciting, bold and quality-driven brand that has shaken up the egg category with colour, personality and purpose. With big ambitions and its first investment in brand, this is a significant moment for the business and one we’re proud to be part of.
“The ingredients for commercial success are all there: great products, a distinctive brand, strong distribution, an exciting campaign and a brilliant Client-Agency partnership. Our job now is to unlock the brand’s full potential.”
