Australian Eggs
Drive awareness of Australian Eggs research and innovation projects and promote industry initiatives and the sustainability practices that the industry is built on to improve community perception of the Australian egg industry.
Australian Eggs
Category
Corporate
Services Delivered
Strategy development
Public Relations and Communications
Issues and Crisis Management Strategy
Digital advertising
Videography
To identify media opportunities that raise the profile of the Australian egg industry.
The Opportunity
C7EVEN was engaged to identify media opportunities that raise the profile of the Australian egg industry with regular cadence across 12 months to support new and ongoing egg industry research and initiatives for community audiences, via the media.
Our Solution
C7EVEN developed a 12-month integrated communication strategy to guide and inform Australian Eggs proactive communications approach, including media relations, digital media (content creation and advertising) and issues management.
C7EVEN worked with Australian Eggs to identify the most newsworthy research and industry angles for PR. By leveraging Australian Eggs research and development projects and carefully navigating an issues rich environment in 2022 which saw national egg shortages and the release of the Federal Government framework for the phase out of caged egg production.
C7EVEN successfully achieved positive national media coverage profiling advancement in the industry around the key themes of sustainability and technology.
C7EVEN worked closely with Australian Eggs members to bring their stories and passion to life through PR and a digital advertising campaign to support PR, which included the creation of video content to demonstrate the wide range of career opportunities in the egg industry, the innovative technology being used on-farm and the focus on environmental sustainability.
Campaign Achievements
Impressions
Media Items
Digital Campaign
Achievements
Media Coverage
The Australian, page 5 in-depth article on the role of AI in the Australian Egg industry
Sustainability
Sustainability Framework Community Survey Results release
71 media Items
Interview requests
Interview requests from Sydney Morning Herald, Yahoo! Australia, ABC Country Hour and 7News South Australia
2.7 Million Impressions
2.7 million impressions for paid media campaign
Digital Campaign
High-performing six-month digital campaign across YouTube, TikTok, programmatic display and catch-up TV
