Red text with the words "Gonski" and "Experiential campaign".

Sunny Queen Farms - Gonski

Issue: price discounting in the egg category had reached unprecedented levels with house brands and private label making 65% of all sales. All marketing funds went into supporting pricing strategies, with hardly any left for brand building. The brand was clearly loved, with a high brand awareness through Facebook. They needed a short term campaign to grow the fan base by 25% within 4 weeks.

Having a smiley face printed on every egg was our secret. Sunny was clearly loved.

So let’s see how much loved he really is….

A dimly lit room that looks like a high-tech or sci-fi environment, with multiple vintage-style monitors, electronic devices, and wires. There are warning signs with skull and crossbones, a small CRT screen showing red text, and a large egg-shaped object with cartoonish facial features, wrapped in a sock, sitting on a black chair. In the foreground, a cardboard box has a sign with a Facebook like button and text promoting clicking the like button to see someone again.

A humorous digital illustration featuring an egg with a pirate eye patch and a fierce expression, with black wings and a background resembling a comic style. The image includes playful text and illustrations related to a character named Eggor, with references to social media and a fictional storyline.

In a Facebook world first, Sunny’s Facebook page was hacked. For real. 66,000 fans had no idea what on earth just happened. The culprit: the Russian cyber hacker, Eggor, Head of Evil organisation Krak’d. He has always been jealous of Sunny’s popularity. The only way he will return Sunny is if Sunny’s Facebook fans reach 100,000 within 4 weeks.

The first week of the campaign, Sunny’s fan base jumped to 88,000, reaching 1,831,371 people. Average weekly reach of over 2,000,000. At its peak, 7,392 people were concurrently talking about Sunny’s Gonski. By the end of the 4 weeks, Sunny Queen’s Sunny the Egg Facebook page had entered into the Top 20 food and beverage Facebook pages in Australia.

A notice board with various posters and flyers, including a Christmas-themed flyer, a missing person notice with a smiley face, a music event, and community charity advertisements.

This was an example of creative collaboration. The whole agency helped me with this. From designing each set, to donating props, voice over, editing, filming and set building. A remarkable and thoroughly enjoyable project.