The egg aisle is confusing - even for retailers trying to decipher consumer preference while fielding calls for cage-free commitments. UEP’s problem was that their cage-free certification was getting lost in the shuffle. To bring more attention to their certification, we focused on positioning them as the trailblazers in egg certification. 

Once we created and sold through our manifesto, it was time to rebrand. I created a new color palette playing off of UEP’s existing, and together with my CW partner, we came up with ‘The Unscrambled Egg’, a mini campaign within UEP’s larger umbrella.

We also created an egg-themed talk show, an (award winning) direct mailer, a refreshed website, and a whole slew of social content.