“Our vision is to be the Australi- an egg company for everybody’s nutritional well- being every day,” said Sunny Queen manag- ing director John O’Hara. PHOTO: GILL GRIFFITHS
featured prominently on marketing material throughout the campaign. The marketing line was: “Every girl needs her space”. “The move was a success,” said Mr O’Hara. A subse- quent advertising campaign further reinforced the distinction between the legal standard for free-range and Sunny Queen’s offering, with the slogan “Just like free-range eggs, only free- er”. The ads were on-pack in supermarkets and billboards. “We wanted to tap into the emotions of consumers and gain trust.”
Social media A second initiative introduced was the Sunny Queen “Chook Tracker”. “Consumers didn’t know what free-range meant, so
Company profile
Sunny Queen is a 100% farmer-owned company with more than 80 years of experience in the industry. Beginning life as the Queensland Egg Board in 1930, Sunny Queen has now become one of the best-known and loved food brands in the country. Sunny Queen farms can be found throughout Australia, from North Queensland to regional Victoria.
10 ▶ POULTRY WORLD | No. 9, 2019
we wanted to show them.” An on-farm webcam allowed shoppers to look at one of the farms but a new initiative took this even further. The firm introduced “Dotty the hen” and pointed out that shoppers could follow her movements on- line, using digital media to reinforce the message. “We use every means at our disposal to make sure we can connect with our consumers and potential consumers.” He added that Facebook has played an important role. “We want to make sure that when our shoppers are interacting with us, they are entertained and informed,” explained Mr O’Hara. The company has grown its social media following as a result and on Facebook now has more than 100,000 en- gaged users and 263,700 page likes, delivering almost four million impressions. The upshot of the activity is that “we out- perform our competitors on almost every measure,” he said. Market share grew by 16%, compared with the previous 26 weeks and Sunny Queen is five-points up. “It’s all about making consumers see positive things about your product.” If you think about the eight megatrends and put them into action by picking out the ones that help solve a problem, you can get results like this. “We have a wonderful natural, affordable protein – all it requires is focus and an innovative approach.”
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