Eggs for Soldiers
Free range eggs
We were approached by Noble Foods who wanted to introduce a new brand into the egg fixture. We then had the idea to raise awareness of the Help for Heroes charity using eggs, a commodity bought on a weekly basis.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Eggs for Soldiers is a new free range egg brand created to raise awareness of the Help for Heroes charity. We wanted to show support for the sacrifice made by all our armed services, and being a commodity product, 'eggs for soldiers' makes it effortless for consumers to show their support. The brand's name points to the quintessential British breakfast, boiled eggs and toast 'soldiers', whilst also communicating its charitable intent. Using distinctive, iconic product photography, we developed a visual and emotional icon for the brand ('the egg medal'), rooted in its partnership with Help for Heroes. The design uses military fabric to create a jolt at the fixture, with strong standout from brand blocking.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
The project started in Jan 2011 and has been an ongoing to date.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
6 and 10 pack egg cartons.
eggs, free range, soldiers, help for heroes, Springetts, Noble Foods, charity
The concepts did not undergo any qualitative research testing.
TEAM MEMBERS (2) :
Designer: Jon Vallance and Creative Director: Moyra Casey
Springetts Brand Design Consultants, 2012.