The Happy Egg Co., the UK’s best-selling free range egg brand, had a problem. Some of its audience had grown sceptical about the brand’s welfare credentials, and were questioning whether the company’s farms were really as ‘happy’ as the glossy TV ad suggested.
They also needed to convince consumers tempted by cheaper own-brand supermarket eggs that happy eggs are of a higher quality because of the brand's extra commitment to hen welfare. Our answer was The Happy Trail - an immersive, content-rich site that opened up every door on the farm, and let the fans see that happy egg farms really are very happy places.
Between 5th January and 17th February, the site garnered 22,888 total sessions - double the amount of the happy egg co.’s brand site during the same period. Average dwell time was 1:39 on desktop, 1:47 on tablet, and 2:45 on Samsung Galaxy tablets - and the site was very well received by fans of the brand, new and old.
The Happy Trail won gold at the Lovies for Best Food & Beverage website, and was also shortlisted for best website in the Brand Republic Digital Awards, and Best Mobile-Optimised site in The Drum's MOMA Awards.