Australian Eggs makes Easter eggy again in new content-led campaign via Liquid Ideas

Australian Eggs has launched the ‘The Easter OG’ campaign to establish Aussie eggs at the heart of Easter celebrations via integrated creative agency Liquid Ideas.

Drawing from age-old traditions where eggs were decorated, blessed and shared as gifts for Easter, the campaign aims to remind Australians of the OG Easter treat – real eggs – and to inspire cooking of egg recipes to elevate Easter festivities.

With 100% of chocolate “Easter Eggs” typically containing zero egg, the tongue-in-cheek content-led campaign takes a stand to reclaim a share of Easter from “Big Chocolate”.

Liquid Ideas Managing Director Cleo Posa said: “Real eggs are the original easter hero, but somewhere along the way, they lost their crown to chocolate. Through the campaign, we’re having a bit of fun with the idea and reclaiming a slice of Easter for the OG egg. After all, in a long weekend there’s surely room for the chock kind and the chick kind.”

Rowan McMonnies, Managing Director of Australian Eggs said, “We hope this campaign not only makes Aussies smile but encourages them to incorporate eggs into their Easter feasts. Not only are eggs easy-to-use and nutritionally packed, they’re the perfect ingredient for Easter recipes, from delicious desserts to breakfast and lunch ideas.”

The campaign, developed end-to-end by Liquid Ideas, launches today across earned, owned, influencer and paid channels, including YouTube, Meta and TikTok.

Also rolling out today is a media partnership with Mamamia spanning advertorial and digital support.

For more information on Australian Eggs, visit australianeggs.org.au

Client: Australian Eggs
Creative, earned media, paid media, social and influencer: Liquid Ideas
Production: Jack Nimble 

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