Danæg

The challenge:

An egg is not just an egg, and as a market leader in the Danish market, Danæg must be at the forefront of high quality and food safety. Communication must go hand in hand with Danæg's central core value: credibility with the target group.

Objectives:

Consistent and credible communicative approach across media

• Increase engagement at SoMe

• Increased traffic to Danæg's website

Access:

This is a campaign launch and, therefore, a limited period in which visibility must be created. It must be communicated directly to the target group which is interested in sports, ecology, food waste, and vegetarianism. By taking a direct starting point in these topics, it is ensured to engage the target group in the best possible way by inspiring and guiding content easily implemented in everyday life. This campaign's publishing platforms have been Danæg's own universe (web and SoMe) and FIT LIVING's Facebook.

​All content is created in the same visual universe, thus creating a common thread throughout the campaign. Emphasis has been placed on compositions that work both in Danæg's own recipe universe and on FIT LIVING's platform.

​Solution:

To involve the target group in the best possible way and thus create a relationship between the new Fitness Egg and the consumer, Egmont Content Marketing developed the concept #Fitsommercamp, which was rolled out on the following channels:

• Social media
• Website content
• Film production
• Magazine
• On packaging

The campaign is intended to activate and engage the target group in the product and shows Danæg as a supplier who takes co-responsibility for the health of its consumers.

Campaign elements:

Recipes

Workout movie / challenge

Tips and tricks for a healthier lifestyle

Egg test

Articles with health experts

​Results:

SoMe has not previously been a priority focus area at Danæg, whereby there has not been a real basis for comparison that provides a credible picture.