New look for Nulaid

According to its GM, Roelof Viljoen, the new campaign aims to bring to life its vision of being recognised as the national supplier of quality shell and liquid egg products and build brand preference.

"Consumers are looking for greater value and we understand the importance of standing out on shelf," he says. "The egg category is fairly undifferentiated and our objective is to build preference for the brand to the point that consumers request the brand."

The campaign has taken on a seamless, integrated approach by including a new look for packaging, in-store promotions, internal branding, commercial vehicle branding, bus branding and above-the-line elements.

"The shopping environment is cluttered with competition and even more so in the egg category, so it is important that we reach our consumers at various touch points. To most people an egg is an egg but through the campaign, we are bringing to life the idea that fresher eggs are better and a great way to start and end the day. We have given eggs a personality through the campaign, which is targeted at different markets with various messages."

In the print campaign, the eggs wear various hats with messages, such as, 'Fresh eggs nourish the mind' with a graduation cap, 'Fresh eggs nourish the body' with a sweatband, and 'Fresh eggs make better baking partners' with a chef's hat.

"For the radio campaign we have given our eggs a voice by using talking eggs, delivering an educational message in a charming and entertaining way. We have also included in-store tactical banners and trolley branding as well as commercial vehicle branding with our eggs wearing traditional trucker style caps."

It distributes its extensive range nationally in the retail, wholesale and informal markets. For more information, go to www.nulaid.co.za.