Australian Eggs reclaims its ‘OG’ status in satirical Big Chocolate social film via Liquid Ideas

Australian Eggs has evolved its ‘The Easter OG’ platform for 2026 with an integrated, social-first campaign led by a new hero film developed by integrated creative agency Liquid Ideas.

 

The campaign is supported by chef-led recipe content, content partnerships and a paid and earned media program and builds on last year’s work, which positioned real eggs as the original hero of Easter long before the tradition of chocolate eggs emerged. It has evolved the platform to further cement eggs as a central part of modern Easter celebrations alongside chocolate, and drive relevance during this period.

The hero campaign creative is anchored in a satirical film imagining a “Big Chocolate” emergency boardroom meeting, scrambling to respond to their declining relevance at Easter, as real eggs are the “Easter OG” and consumers are realising that the Easter Bunny doesn’t actually lay eggs. An egg farmer arrives mid-meeting and delivers the conciliatory line: “There’s room for both – the choc kind and the chick kind.”

Created in conjunction with the award-winning production team at Good Grief, the film will roll out across social and digital channels in multiple formats.

Says Bella Rousis, Head of Strategy at Liquid Ideas: “Last year we reminded Australians that real eggs are the original Easter hero. This year we wanted to escalate the idea and imagine what the reaction inside ‘Big Chocolate’ might look like. It lets us keep the playful rivalry while landing the point that eggs have always been part of Easter traditions.”

Australian Eggs has also partnered with chefs Andy Hearnden (Andy Cooks), Kirsten Tibballs, and Andy Bowden to develop original Easter recipes that hero both the “choc kind” and “chick kind” of eggs to reinforce campaign messaging.

The campaign also includes a partnership with Gourmet Traveller on a dedicated Easter recipe collection, editorial content and social drivers to reach their premium, food-passionate audience.

Says Rowan McMonnies, Managing Director of Australian Eggs: “Eggs have been part of Easter celebrations for centuries, long before chocolate entered the picture. Partnering with Gourmet Traveller and chefs like Kirsten Tibballs, Andy Cooks and Andy Bowden this year is about reaching food-passionate Australians where they’re already looking for inspiration.”

The campaign launches this week across paid social – YouTube, Meta and TikTok -alongside editorial placements. Liquid Ideas handled creative, production, earned media, paid media, social and influencer.

Client: Australian Eggs

Creative ideation, earned media, paid media, social and influencer: Liquid Ideas
Creative, Head of Strategy – Bella Rousis
Creative, Account Director – Kristyn Gillott
Creative, Account Manager – Ella O’Neill
Content Partnerships, Account Manager – Cara Ling, Amy Blades
Media, Senior Account Manager – Alicia Squadrone
Media, Account Executive – Maria Rafeletos

Good Grief Productions
Director & Creative – Henry Gosper, Cam Trafford
Executive Producer – Douglas Pope

 

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