16 November 2023
In a compelling presentation at IEC Lake Louise 2023, Rowan McMonnies, Managing Director of Australian Eggs, shed light on how they have strategically marketed health and nutrition to revolutionise egg consumption in Australia. Over two decades, Australian Eggs’ systematic approach has reshaped consumer perceptions and helped debunk the myth that eggs are not beneficial for your health.
Changing consumer perceptions
Rowan began by explaining that back in 2003, eggs were unfairly being deemed as “bad for you” across Australian media. However, targeted and strategic efforts in research, marketing, and engagement led to a steadily increasing positive sentiment towards eggs and health in Australia.
He explained that this egg “health opportunity” was facilitated by a surge in social media, which transformed how consumers sought out information. The emergence of nutritionists and dieticians further propelled the movement, according to Rowan, with influential experts amplifying positive messaging around eggs. This shift was complemented by a consumer-level “consistent media focus” that supported the health benefits of eggs.
Explaining how they utilised these opportunities, Rowan said: “You’ve got to take a proactive approach, talk about your benefits, talk about your positive points as an industry.” Australian Eggs acted systematically, incorporating research, earned media, healthcare professionals and public relations.
Marketing the exceptional potential of eggs
Rowan identified key areas of research, including heart health, protein content, vitamin D, choline, and satiety as benefits that helped change the consumer narrative. He noted that these align with global egg health benefits, demonstrating the transferability of Australian Egg’s successful strategies to the wider industry.
Effective communication played a key role in the success of Australian Eggs’ campaigns. Rowan highlighted the importance of reframing the nutritional benefits of eggs into a language consumers understand and identify with. For example, instead of focusing on vitamin D, they highlighted its role in immunity, which was particularly well received during the Covid-19 pandemic.
Paid advertising, recipe promotion, and digital content campaigns formed a comprehensive outreach, as well as collaborations with healthcare professionals and influencers, further amplifying the nutritional benefits of eggs.
The impact of Australian Eggs’ campaigns extended beyond consumer marketing, by influencing public engagement and trust. According to Rowan, nutrition emerged as a top driver of trust, even above environmental issues in the Australian egg industry, showcasing the profound requirement and impact of health-centric marketing strategies.
Leading by EGGS-ample!
Illustrating the powerful impact their work and dedication has made, Rowan concluded by sharing that Australia’s annual per capita egg consumption has increased from 157 to 263 since 2003. This makes them only one of five countries to have increased egg consumption by over 100 eggs per person over the last 20 years, which Rowan dubbed “the 100 club”. “It’s not an exclusive club,” he said, urging more countries to “take advantage of the incredible benefits of eggs”.
The Australian Eggs’ success story is a testament to the transformative power of health-focused communication strategies. Their journey to becoming a global leader in egg consumption can be an inspiration for other countries seeking to drive egg consumption through nutrition and health advocacy.
Gain a full overview
Understand the power of Australian Eggs’ campaigns and the efforts behind them by watching Rowan’s full presentation from IEC Lake Louise (available to IEC members only).Watch the full presentation now