Leading egg producer Farmer Brown has designed a brand new look for its egg cartons and launched a new website in a strategic effort to differentiate its position in the egg category.
Along with the new Farmer Brown carton design and logo, is a new strapline, “Good Eggs Make Good Food,” which will feature on all Farmer Brown product lines. In a move developed to inject more personality into the Farmer Brown brand, is the introduction of an illustrated on-pack character called Brownie.
Bernadette de Bono, Farmer Brown marketing manager, says Brownie is a contemporary figure that encapsulates the brand’s values developed to set it apart from other egg brands. “Our consumer research showed that while Farmer Brown is a well-known egg brand, it’s not connecting with our target consumers in the way that we wanted. We saw this as the opportunity to devise a clear, long-term brand position that breaks away from the pack.
“This gave rise to Brownie who brings to life Farmer Brown’s brand values. Brownie is a down-to-earth, knowledgeable and approachable personality that will engage and connect with our target consumer,” says de Bono. Research also found the Farmer Brown target consumer is using the internet more as a resource. “This trend told us that a website must become an integral part of our overall communications strategy,” says de Bono.
Brownie will feature on the website offering helpful tips and expertise along with general egg information and an interactive Kids’ Club section targeting 5 – 10 year olds. “This provides the brand with an online presence and another effective medium to engage with our consumers at both an emotive and functional level. Our overall aim is to have people visit the website for everyday eggs expertise.”
De Bono says new innovative products and promotional activity for 2010 will also increase consumer interest and involvement with the brand.
For more visit www.farmerbrown.co.nz