Nulaid launches its fresh new look

Nulaid is South Africa's largest integrated commercial egg enterprise with facilities for rearing laying hens, several laying farms, as well as egg packaging and processing facilities.

According to Nulaid’s general manager, Roelof Viljoen, the new campaign aims to bring to life Nulaid’s vision of being recognised as THE national supplier of quality shell and liquid egg products, and, at the same time, build brand preference for the Nulaid brand amongst consumers.

“Consumers are looking for greater value and we understand the importance of standing out on shelf,” he says. "The egg category is fairly undifferentiated and our objective is to build preference for the Nulaid brand to the point that consumers request the brand."

The campaign has taken on a seamless, integrated approach by including a new look for packaging, in-store promotions, internal branding, commercial vehicle branding, bus branding and above-the-line elements.

“The shopping environment is cluttered with competition and even more so in the egg category so it is important that we reach our consumers at various touch points,” Viljoen explains. “To most people an egg is an egg but through the campaign we are bringing to life the idea that fresher eggs are better and a great way to start and end the day. We have given eggs a personality through the campaign which, is targeted at different markets with various messages.”

In the Nulaid print campaign the eggs wear various hats with messages like; ‘Fresh eggs nourish the mind’ with a graduation cap, ‘Fresh eggs nourish the body’ with a sweat-band, and ‘Fresh eggs make better baking partners’ with a chef’s hat.

“For the radio campaign we have literally given our eggs a voice by using talking eggs, delivering an educational message in a charming and entertaining way,” he says. “We have also included in-store tactical banners and trolley branding as well as commercial vehicle branding with our eggs wearing traditional trucker style caps.”

Nulaid distributes its extensive range nationally in the retail, wholesale and informal markets and prides itself on good quality and affordable products.

For more information visit www.nulaid.co.za.