We were to develop a revised logo, new carton designs and truck sides. To counteract increasing competition from interstate egg imports, it was important to position the product as the obvious first choice for eggs.

So our campaign direction was based around the idea that Pure Foods Eggs is ‘Where the Egg comes first’ – in priority, and due to its local freshness. It also plays on the familiar old question ‘which came first, the chicken or the egg?’

With this message alongside the chequered flag and gold medal devices, we were able to communicate the product’s superiority.

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