Friday, December 1, 2023

Pete & Gerry’s Pasture-Raised Eggs launches ‘wildly’ fun national campaign

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SALEM, N.H. — Pete & Gerry’s Pasture-Raised Eggs, part of the Pete & Gerry’s family of egg brands, including Pete & Gerry’s Organic and Nellie’s Free Range, today announced the launch of their latest campaign, “(Almost) The Wildest Eggs You Can Get.”

The announcement comes hot off the heels of securing national distribution for its Certified Humane® Pasture-Raised Eggs — now available from coast to coast at major retailers including Whole Foods, Kroger, Stop & Shop, Shaws, Hannaford, and The Giant Co. This significant distribution milestone comes just months after the new item’s introduction, the company noted.

Pete & Gerry’s Pasture-Raised Eggs hit the market earlier this year, offering eggs from hens raised to Certified Humane Pasture-Raised welfare standards, which guarantee that each hen enjoys at least 108 square feet of pastures with room to roam, forage, and explore under sunny skies, the company adds.

Pete & Gerry’s Pasture-Raised Eggs has launched a “wild” new national advertising campaign, in partnership with creative agency Humanaut, featuring streaming TV, YouTube, and social media ad placements, as well as digital out of home. The advertising campaign will be in-market through the end of the year.

The new ads depict shoppers going to dangerous lengths to source wild eggs from eagle, ostrich, and even alligator nests. But thanks to Pete & Gerry’s Pasture-Raised, consumers don’t have to brave the actual wilderness to get the freshest, highest-quality eggs; they can simply buy them straight from the supermarket shelf

“As the industry pioneer in better production practices, Pete & Gerry’s has the credibility and brand equity to win in Pasture-Raised, and our latest distribution milestone shows that we are well on our way to achieving that goal,” Phyllis Rothschild, chief marketing officer at Pete & Gerry’s, said. “We feel the time is right to launch this campaign to build on our success so far this year. The story we’re telling is fun and memorable, but also resonates with consumers who care about animal welfare and high- quality foods.”

“The egg category is rife with quaint pastoral imagery and beautifully cracked eggs, regardless of whether or not the eggs came from hens that actually lived such an idyllic life,” Bethany Maxfield, Humanaut creative director, said. “By creating tension between the kinds of images consumers are used to and the over-the-top wild animals in the campaign, we were able to create an unexpected splash of humor for the brand and show how well Pete & Gerry’s Pasture-Raised hens actually live.”

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