Their combined heritage is in real food and they understand how important simple, honest ingredients are to their customers and the most logical place to focus their attention was on a primary ingredient and to change to Good Eggs (cage free) throughout their entire product ranges.

Good Eggs and Compassion

Mayonnaise as a product is relatively basic, being an emulsion of oil, egg yolk, vinegar, lemon juice and mustard. Hellmann’s wanted to build in benefits to their products by improving the attributes of the ingredients. Over the last few years Hellmann’s have talked about the importance of honest ingredients and have focused consumers’ attentions to the oils that they use and the benefits of the naturally occurring Omega 3. Logically, the next focus is to another of the ingredients – eggs. Firstly, to build a relevant story around eggs they needed to explore consumers associations with cage-free eggs and what that could do to improve the perceptions of the product and brand.

Unilever commissioned some research across 6 countries with the aim of exploring consumer perceptions around eggs from different production methods (free range, barn, battery). Off the back of this research they focused their campaigns on positive messages around good, honest, real ingredients, natural, high quality and great tasting food – the very same attributes that consumers associate with ‘Good Eggs‘. It was decided that all marketing activity was to be devoted to championing the egg and the great taste that authentic ingredients like Good Eggs brings to mayonnaise.

Compassion began working with Unilever in 2008 with their move to cage-free eggs and awarded them a Good Egg Award for their commitments to improve the lives of an estimated 1,700,000 laying hens annually.

Amora France – outstanding results driven by their free-range message

Amora France has literally gone from strength to strength and the post launch evaluation of the move to free-range eggs stands testament to the commercial benefits of Good Eggs.

The campaign

The campaign centred around ‘Good Eggs’ as a key ingredient. Launch activity included PR and press from Feb through to June, TV spots in June and September and in-store and trade activity.

Unilever - A passion for Real food - 2011