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Thursday, 4 April 2013

Branding the Un-Egg-spected


The other day when deciding on which eggs to buy during my weekly grocery shop, I stumbled upon branded eggs. By ‘branded eggs’ I don’t mean that there was a company name on the egg carton, these were literally branded eggs with the company logo printed on each egg shell.

Twelve beaming smiling faces greeted me as I opened the carton of eggs from Sunny Queen Farms to check that all the eggs were intact. These eggs looked ‘happy’ and were sparkling clean (no feces, feathers, or other egg debris… gross!). Just looking at these eggs gave me a warm and fuzzy feeling of happiness. These eggs HAD to come home with me. And they did!

Branded eggs? Brilliant. And ‘about time’, especially as everything else that I bring home from the shops is branded.

Eggs without branding are just eggs. They could be from organically fed chickens that were taken for walks twice a day, or even read a book at night, but for all I know, once eggs get taken out of their packaging and put into my egg-tray in the fridge, an egg is an egg, is an egg. Unless it has a smiling face on it or another branding stamp to differentiate it.

So why haven’t all egg companies jumped upon this very simple and probably not too expensive concept? It sure beats me.

Egg companies in my opinion waste money by trying to differentiate themselves by their carton packaging. They should really focus on the natural primary packaging of their product: the egg shell. Brand logo, expiry date, and even a short key message or company slogan should be printed on the egg.

Even my hubby likes the smiling eggs, and although he doesn’t yet remember the name of the brand, he no longer has to ring me in a panicked state from the grocery store to ask which kind of eggs to buy. He knows that the smiling face eggs are a sure win in our household.

What other products do you feel still have a long way to go in terms of branding opportunities?

BCM Sunny Queen Egg Case Study

Mina D'Souza
Current student in the Master of Marketing program at the University of Sydney Business School

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