Good Eggs
Elevating an absurdly fresh brand.
Absurdly Fresh
Industry
Food & Beverage
Services
Brand Campaign, Brand Activation, E-comm Development
Launched
2018
Challenge
In the age of quality consciousness and groceries knocking on your door, Good Eggs was an already beloved service in the Bay Area looking to break into new markets. The company wanted its differentiators to be clearer and not get lost in the stream of competition. They needed brand refinement and a story to communicate their mission in a memorable and emotional way. Taking advantage of the cultural moment, we looked for an angle that was scalable and could resonate for future market expansion as the company continued to grow.
Approach
When the freshest ingredients are delivered with joy, every meal becomes a moment worthy of celebration. We built this truth into the big idea "Absurdly Fresh Groceries". Tapping into kid-powered "good food feels" we created whimsical, fun and mischievous moments of joy enabled by absurdly fresh Good Eggs Groceries. The campaign included OOH, social media, email and e-comm, all designed to raise awareness and get more people waiting for Good Eggs' van to appear. We then updated the company's visual and verbal identity to create a full ecosystem of highly sensorial content that brings true goodness to grocery delivery.
Results
25% increase in site traffic
2x CTR
96% Video Completion Rate (Compared to industry average of 12%)
$100m Series D round
