Case History Database

In
 2004, 
the
 Australian 
egg 
industry
 was 
in
 trouble. 
In
 the
 face 
of
 product
 over supply,
consumer
 demand
 was
 decreasing.
 Over coming 
this 
issue
 required 
a
 fundamental attitude
 shift
 in
 order
 to
 change
 behaviour 
and
 drive 
sales. 

By
 focusing
 on
 specific 
targets
 and developing 
a
 long‐term
 communication 
strategy, 
the 
egg
 category 
experienced
 a 
phenomenal
 18% growth 
by
 2008.
 Importantly,
 the
 campaign
 changed 
Australians’ 
attitude
 towards
 eggs,
 paving
the
way
 for
 sustainable
 growth.