Branding and PR open cages

Social Campaign for Cage Free Alliance #eggsfriendly

THE PROBLEM

Some hens spend their entire lives in cramped spaces. In large-scale production facilities, cage sizes can be no bigger than a standard A4 sheet of paper. Their feathers never feel the warmth of sunlight, and their natural instincts are completely ignored. In such conditions, a hen can barely move.

But some birds are luckier—they get to live freely in spacious enclosures, without stress or cruelty. They can dust-bathe, forage in the soil, stretch their wings, and take long walks in the fresh air.

Together with the Cage Free Alliance, we set out to draw the attention of supermarkets, producers, and consumers—encouraging everyone to switch to free-range eggs, where hens don’t suffer. The challenge was to find a communication approach that would work effectively without relying on fear tactics.

COMMUNICATION OBJECTIVES

1. Raise Awareness
   Highlight the inhumane conditions of caged hens and illustrate the difference between products of cruel exploitation and ethically farmed, lovingly raised alternatives.

2. Drive Behavioral Change
   Encourage consumers to demand ethical, conscious, and humane egg consumption.

3. Engage Businesses
   Demonstrate the branding and marketing advantages of supporting ethical egg production.

RESEARCH

We conducted a consumer behavior study and uncovered a key insight: for most consumers, there is no visible difference between cage-free and cage-locked eggs.

Further findings revealed that 80% of respondents associate eggs with breakfast, the meal that starts their day.

Additionally, we discovered that a “good morning” looks different for everyone. Based on this, we defined our target audience and mission—to engage young people, educate them about cage-free eggs, and expose the inhumane conditions in which caged hens are kept.

Since our communication needed to stand out from traditional social campaigns, we set creative “boundaries” based on these insights.

COMMUNICATION PRINCIPLES

1. No “Horror Stories”
We avoid shocking images of suffering animals, guilt-tripping consumers, or using fear tactics. Instead, we inspire people to choose kindness and ethical consumption.

2. Community Building
We create a light and accessible social ideology. By joining this movement, people can easily express their humane and progressive views on consumption and animal welfare.

3. Shareability
We develop visual and verbal symbols along with marketing materials that individuals and businesses can easily share and replicate, spreading the message organically.

IDEA

We developed the concept “Good Morning, Egg-Friendly Breakfast”—giving cage-free eggs an added emotional value. Now, they don’t just nourish you; they also bring a morning smile.

In contrast, a sad, angry egg from a caged hen represents the suffering behind conventional egg production. This emotional contrast highlights the real difference between the two products.

To support this campaign, we created special “Egg-Friendly” labels for supermarkets, restaurants, and public spaces, making ethical choices easy to spot.

Now, the difference is visible and tangible!

RESULTS

Now, you can easily find truly free-range eggs on store shelves and choose a happy egg for your breakfast.

In supermarkets and restaurants, special labels indicate how the hens were raised. This initiative has already been embraced by major brands like Silpo, Lavka Tradytsiya, Zakaz.ua, Natur Boutique, and Klyukva Bryukva.

So, are you #EggFriendly?