Voluntary: 'Eggcelent' brand helps armed forces

In April 2011, Noble Foods launched an egg brand called Eggs for Soldiers, for which 15 pence was donated to armed forces charity Help for Heroes for each pack sold. In January 2012 it hired Three Sixty Communications to increase brand awareness.

Eggs for Soliders enlisted Gaby Roslin and Nell McAndrew
Eggs for Soliders enlisted Gaby Roslin and Nell McAndrew

Campaign: March Fourth with Eggs for Soldiers
Client: Noble Foods
PR team: Three Sixty Communications
Timescale: January-March 2012
Budget: £51,000

 

Objectives

  • To raise awareness of Eggs for Soldiers, sold in aid of Help for Heroes
  • To drive sales and help the firm achieve its first-year fundraising goal of £250,000.

Strategy and Plan

The PR team launched a fundraising day for soldiers on 4 March called 'March Fourth with Eggs for Soldiers'. As well as holding a big fundraising event in London with egg and spoon races, the campaign encouraged people to hold their own egg and spoon fundraising races across the UK.

To kick off the campaign, the team commissioned sculptor Stuart Murdoch to create a life-size model of a Challenger II tank, made from 5,016 khaki Eggs for Soldiers egg boxes. Videos and photos were taken of the tank being built and sent to the media with information about the fundraising day.

Schools in garrison towns were approached to raise awareness of March Fourth among children and their families, by holding their own egg and spoon races. Media toolkits were shared with schools to generate regional coverage. More than 53,000 children were given specially created activity packs containing egg facts and invited to enter a competition to design an Eggs for Soldiers egg cup.

Three Sixty also sent out self-assembly tank kits to radio and TV presenters to help spread the word about March Fourth.

Brand ambassadors Nell McAndrew and Gaby Roslin were recruited to create profile opportunities in celebrity weekly titles and generate blog, Twitter and Facebook coverage. The campaign was supported by a Facebook page and Twitter feed.

Three Sixty also invited The Sun food columnist Alex James to learn how the army catering corp cooks eggs in the field in 'eggstreme' conditions. James cooked a souffle in a bin, resulting in branded coverage.

Measurement and Evaluation

Images of the tank were picked up globally, generating more than 250 pieces of coverage, including 15 international pieces. The video received almost 70,000 views on YouTube. Facebook 'likes'

increased by 85 per cent and the campaign sparked 413 new Twitter followers. The egg cup design competition received more than 1,459 entries.

Results

On the week ending 10 March 2012, the brand achieved its highest sales level since its launch in April 2011, peaking at £138,000 in value sales (the amount sold in monetary value).

In its first year, the campaign helped the brand to sell almost 2.5 million packs of eggs and generate £3.9m in revenue. Eggs for Soldiers exceeded its fundraising target to donate £365,000 to Help for Heroes. The charity's co-founder/CEO Bryn Parry said it was one of the charity's most successful commercial partnerships.

SECOND OPINION

CAT MACDONALD, COMMS DIRECTOR, ABSOLUTE RADIO

This is a fully rounded, modern campaign. It ticks all the boxes of visual and filmed content, use of celebrity ambassadors, engagement through social media and a competition and community mechanic. The charity angle gives a good reason for coverage.

Maximising the relationship between Help for Heroes and The Sun was also a good strategy.

The quality of the filmed content on You Tube is great and with 70,000 views it has performed well. The video does seem to have received some negative comments which could have been dealt with more effectively. It's always a challenge to find the time to tackle this so it's worth allocating a member of the team to keep on top of it.

There doesn't seem to be any content or information about the campaign on the Eggs for Soldiers website, which seems like a missed opportunity. I also can't see the filmed content on the Facebook page, which seems like a missed trick. Overall though, a engaging and rounded campaign that clearly met some tough fundraising targets.

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