MARKETING ▶▶▶


Matching trends to improve egg marketing


BY JAKE DAVIES E


ggs are well placed to be shoppers’ protein of choice by 2030, according to Sunny Queen managing direc- tor John O’Hara. And he is on a mission to make it happen in Australia by matching his firm’s marketing


to significant trends in consumer shopping habits. He told the International Egg Commission’s autumn conference that


all of the eight mega-trends shaping shopper behaviour (see box) applied to eggs. Of those, he said that consumers’ food purchases are primarily driven by brand and product familiar- ity, alongside convenience, price, taste and health. In launch- ing a successful marketing campaign that taps into those trends, Mr O’Hara said Sunny Queen had been able to engen- der trust in shoppers when buying eggs. “Our vision is to be the Australian egg company for everybody’s nutritional wellbeing every day,” he said. A vital issue for the Australian poultry sector has been defin- ing free range. “There’s been a lot of issues around it – a lot of discussion about what constitutes free-range and the real hot button was density.” For a long time, stocking densities were a controversial topic and until early last year there was no le- gal definition of a free-range bird. So the government intro- duced a law which states that in order to be marketed as free- range, eggs must meet a set of standards, including that hens are offered “meaningful and regular access” to the outdoors and that they are stocked at no more than 10,000 birds per hectare. Producers are also required to “prominently state” the stocking density on egg packaging.


Opportunity While Sunny Queen supported the new law and stocking den- sity, it decided to go further and make a point of difference with its free-range hens. “Our research showed a growing op- portunity to launch free-range eggs at 1,500 birds per hec- tare,” said Mr O’Hara. “Consumers were looking for more clari- ty; they wanted to be able to trust what they buy. They want to be re-assured that hens are happy.” The research further suggested that a free-range product with integrity would en- sure the hens that laid them lived a good life. Part of that was demonstrating that the birds have a good quality of life. So the free-range 1,500 bird strategy was launched. Sunny Queen needed to tangibly define egg types, “own” the


standard and offer highly compelling proof and transparency of that ownership, Mr O’Hara explained. In introducing the campaign farms were invested in to ensure that every farm could be shown off. “If we were going to put our farms online, we had to be open and transparent.” And to demonstrate the idea that the birds had enough space, the equivalent range per hen was matched to a king-size bed, imagery which


The eight megatrends shaping consumer behaviour


Health and Wellness Shoppers are seeking to improve wellbeing. Sensory and Indulgence Looking for quality, variety and immersive experiences – and willing to pay a premium for these. Comfort and Uncertainty Consumers value safety, tradition and simplicity. They don’t want re-assurance because of growing uncertainty. Smart and Connected Shoppers are increasingly reliant on connected devices – and even the smallest business can capitalise on digital technology in its marketing strategy. Easy and Affordable Time and money are perceived as the great scarcities of modern life. Shoppers are continually looking for ways to maximise these limited personal resources. Individualism and Expression Consumers place value on self-expression and personality. Sustainability and Ethics Shoppers are increasingly concerned about the social and environmental impact of the products they are consuming. Evolving Landscapes Consumer behaviour is being shaped by underlying socio-demographic and socio-economic trends impacting on society as a whole.


▶ POULTRY WORLD | No. 9, 2019 9


Egg producer Sunny Queen Australia has aligned its marketing with eight “mega-trends” to drive sales and improve its market position. The firm’s managing director John O’Hara told the recent International Egg Commission’s Autumn conference how.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36