Cornwall-based premium egg brand St Ewe is aiming to build awareness and drive sales among higher income households and families who value good food with its first ever brand campaign.
“For the Love of Egg” is the debut campaign by agency Bray Leino which was recently appointed St Ewe’s lead creative and media agency, with a brief to develop a new comms platform and deliver integrated media and activation.
The creative focuses on brunch – where the egg is undeniably the centre point of every recipe. Designed to capitalise on the strong existing organic love for St Ewe and build on the growth that the brand has seen to date, the activity seeks to establish the St Ewe brand among 25- to 45-year-old foodies that value quality taste experiences and take deliberate care in what they cook to eat.
To meet the brief, Bray Leino developed a creative strategy to “own the breakfast moment” and build further knowledge of the brand with its key foodie audience, a community the work calls “the disciples of egg”. This egg-loving personality is embodied by the main asset which features a woman enjoying her prized “Rich Yolk” eggs in solace.
The work will run from this week across DOOH, digital and social media. Placements are specifically directed across Tesco’s and Sainsburys stores, with a focus on media running Friday, Saturday, and Sunday, while target audiences are making 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 creative comms campaign, following a media partnership with Channel 4’s Sunday Brunch which kicked off in late August. The partnership includes two monthly branded in-show segments which will showcase recipes collaboratively designed to reflect key seasonal moments across the year.
St Ewe head of brand marketing Victoria Guy 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.”
Bray Leino chief creative officer Wayne Deakin added: “St Ewe already has something most brands would love: great distribution, a product people genuinely love, and the kind of cultural credibility you can’t manufacture. You’ll find the brand name-checked on Dishoom and Eggslut menus and championed by chefs like Paul Ainsworth and Michel Roux.
“So, the opportunity isn’t to reinvent St Ewe; it’s to make more people notice it. ‘For the Love of Egg’ takes a category we all know, but rarely think much about, and gives it the attention it deserves. Bold, distinctive and unapologetically obsessed with the egg, it puts that incredible Rich Yolk front and centre and starts building St Ewe into a future food icon.”
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