With production team Good Grief.
Australian Eggs is evolving its 'The Easter OG' platform by positioning real eggs as the real Easter hero in a campaign via Liquid Ideas.
The campaign was created in conjunction with production team Good Grief.
“Last year we reminded Australians that real eggs are the original Easter hero,” said Liquid Ideas head of strategy, Bella Rousis.
“This year we wanted to escalate the idea and imagine what the reaction inside ‘Big Chocolate’ might look like. It lets us keep the playful rivalry while landing the point that eggs have always been part of Easter traditions.”
Australian Eggs has also partnered with chefs Andy Hearnden (Andy Cooks), Kirsten Tibballs, and Andy Bowden to develop Easter recipes.
The campaign also includes a partnership with Gourmet Traveller.
The campaign launches this week across paid social – YouTube, Meta and TikTok –alongside editorial placements. Liquid Ideas handled creative, production, earned media, paid media, social and influencer.
“Eggs have been part of Easter celebrations for centuries, long before chocolate entered the picture,” said Australian Eggs managing director, Rowan McMonnies.
“Partnering with Gourmet Traveller and chefs like Kirsten Tibballs, Andy Cooks and Andy Bowden this year is about reaching food-passionate Australians where they're already looking for inspiration."
Credits
Client: Australian Eggs
Creative ideation, earned media, paid media, social and influencer: Liquid Ideas
Creative and production: Good Grief
