bray leino launches first work for St. Ewe, ‘For the Love of Egg’

The premium egg brand invests in marketing for the first time

Creative communications agency bray leino today reveals ‘For the Love of Egg’, its first creative work for premium egg brand St. Ewe, to grow awareness and drive sales among higher income households and families who value good food.

As the Cornwall-based egg company’s first ever brand campaign, it follows bray leino’s recent appointment as St. Ewe’s lead creative and media agency, to develop a new comms platform and deliver integrated media and activation.

The creative focuses on brunch – where the egg is undeniably the centre point of every recipe. The bold campaign is designed to capitalise on the strong existing organic love for St. Ewe and build on the growth that the brand has seen to date, by better establishing the St. Ewe name amongst 25–45-year-old foodies that value quality taste experiences and take deliberate care in what they cook to eat.

To meet the brief, bray leino developed a creative strategy to ‘own the breakfast moment’ and build further knowledge of the brand with its key foodie audience, a community the work calls ‘The Disciples of Egg’. This egg-loving personality is embodied by the hero asset which features a woman enjoying her prized ‘Rich Yolk’ eggs in solace.

The work will run from 9^th October across DOOH, digital and social media. Placements are specifically directed across Tesco’s and Sainsbury’s stores, with a focus on media running Friday, Saturday, and Sunday, while target audiences are making their weekly shop. The creative was supported by production company AWA London, with photography by Aleksandra Kingo.

The ads are the second wave of an integrated creative comms campaign, following a media partnership with Channel 4’s Sunday Brunch having kicked off in late August. The partnership includes two monthly branded in-show segments which will showcase recipes collaboratively designed to reflect key seasonal moments across the year.

Victoria Guy, Head of Brand Marketing at St. Ewe, said: “We’re at a pivotal moment in our growth journey. As a brand we have strong national distribution and real momentum in the category, but awareness doesn’t yet quite reflect our ambition. bray leino has impressed us with the strength of its integrated offering, and the work really captures the devotion for good food that we share with our customers. The agency stood out for us given its strong track record of helping challenger brands grow into category leaders, and we’re confident this is only the beginning of a great partnership.”

Kate Cox, CEO at bray leino, added: “St. Ewe is an exciting, bold and quality-driven brand that has shaken up the egg category with colour, personality and purpose. With big ambitions and its first investment in brand, this is a significant moment for the business and one we’re proud to be part of. The ingredients for commercial success are all there: great products, a distinctive brand, strong distribution, an exciting campaign and a brilliant Client-Agency partnership. Our job now is to unlock the brand’s full potential.”

Wayne Deakin, Chief Creative Officer at bray leino, said: “St. Ewe already has something most brands would love: great distribution, a product people genuinely love, and the kind of cultural credibility you can’t manufacture. You’ll find the brand name-checked on Dishoom and Eggslut menus and championed by chefs like Paul Ainsworth and Michel Roux.” “So, the opportunity isn’t to reinvent St. Ewe. It’s to make more people notice it. ‘For the Love of Egg’ takes a category we all know, but rarely think much about, and gives it the attention it deserves. Bold, distinctive and unapologetically obsessed with the egg, it puts that incredible Rich Yolk front and centre and starts building St. Ewe into a future food icon.”

Source: bray leino

  ‘For the Love of Egg’, Aleksandra Kingo, AWA London, Bray Leino, DOOH, St. Ewe