The brand Happy Eggsknown for its dedication to free-range hens, is launching its first advertising campaign, setting a new milestone in the Brazilian egg industry. With an investment of R$30 million, the largest marketing investment in the egg category in the country, the campaign promises to impact the market and consumers, highlighting the values of animal welfare and quality, considered the essence of the brand.
Developed in partnership with the award-winning agency Anacouto, one of the most renowned in the national branding scene, the Happy Eggs campaign seeks not only to increase its visibility, but also to educate and raise awareness among the public about the importance of responsible and sustainable food choices.
According to market research with customers and consumers, carried out by Mantiqueira Brazilto assess consumer understanding of free-range chickens; 62% of respondents said they care about the conditions in which chickens are raised and 82% believe that free-range chickens produce better quality eggs. In the recognition category, Happy Eggs is already the best-known brand in the segment and almost six times more preferred among consumers.
With impactful and creative messages in 3D animation, the film tells the humorous adventures of free-range chickens on a fun night out at a karaoke bar. They fly to the moon, dance in outer space and have fun at a lively party. The film’s theme was inspired by the free and happy lifestyle of Happy Eggs chickens, who produce high-quality eggs.
Check out the video below:
The campaign will strategically debut during the Fantástico break and will be shown in São Paulo, Campinas, Ribeirão Preto, São José dos Campos, Rio de Janeiro, Resende, Curitiba, Brasília and Belo Horizonte. The robust media plan includes soap operas and programs such as Caldeirão do Mion, Domingão do Huck, as well as closed channels such as SporTVHome & Health and the program Masterchef Brazil, GNTbetween others.
In the digital environment, there will be no TikTok, YouTube and on Happy Eggs social media, in addition to sponsoring the second season of the podcast “10 & Faixa” with Diego Ribas, former Flamengo player. The brand will have content published by digital influencers linked to topics such as food, health, sports and lifestyle such as Paola Carosella, nutritionist Andréa Santa Rosa and partnerships with content pages (Greengo Dictionary). OOH and DOOH media are also planned, in addition to exclusive display furniture.
Happy Eggs is also committed to the strategy of establishing partnerships with the main retailers in Brazil, to publicize the campaign in supermarkets, in addition to carrying out promotional actions, with the aim not only of increasing the brand’s visibility, but also of educating and raising awareness among consumers about the importance of animal welfare in egg production.
“This investment of R$30 million represents a significant milestone for the egg category in Brazil, as it will be the largest investment in the history of advertising in this sector, to consolidate the strategy of strengthening our image as a reference in free-range eggs”, reinforces André Carvalho, Marketing Director at Mantiqueira Brasil.
In 2020, Leandro Pinto, founder and current chairman of the company’s board, made a commitment to invest in eggs produced by free-range hens, a practice already adopted in its production units, which follow strict procedures and care aimed at animal welfare. This includes providing space for movement and ensuring quality food, in accordance with the highest international standards. Today, the brand has a diversified portfolio with more than 10 items, all from free-range hens.
According to Marcio Utsch, president of Mantiqueira Brasil, the company continues to fulfill its commitment and therefore invests considerably in marketing, especially in this category of eggs in the country.
“We are constantly innovating with advanced technologies focused on animal welfare, to offer excellent food and food safety to the Brazilian and international markets, placing Brazil in the spotlight in egg production globally,” he adds.
Inside Mantiqueira Brazil
Mantiqueira Brasil is a leader in the poultry farming segment in innovation and technology in South America and the 9th largest company in the world in the sector. With 16 production units in six states: Minas Gerais, São Paulo, Mato Grosso, Goiás, Paraná and Santa Catarina, it has a presence in the national and international markets.
*Cover photo: Disclosure/Happy Eggs
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