Advertiser: EXPOLLITOS
Agency: MARURI GREY
Category: Fast Moving Consumer Goods
Advertising campaign: HUEWO
President : Eduardo Maruri (Maruri Grey )
Art Director : Samuel Riesgo (Maruri Grey )
Creative Director : Monica Balanzategui (Maruri Grey )
Copywriter: Rodrigo Gonzalez (Maruri Grey )
Account Executive : Sara Payo (Maruri Grey )
Art Director : Jose Arroyo (Maruri Grey )
Implementation
We created a differential value in the product itself, we created the perfect egg to crack, cutting with thin laser the shell In W shape, the lines opposite so the egg (huevo in Spanish) continues being as strong as before, and with a slight up/down movement, the huewo (so we named the W pre-cut eggs), opened easily. The perfect egg to crack was born.
Outcome
We launched huewo with 3.000 packages of four units. In a few hours, we ran out of packs all over the country. It surpassed all our expectations so now, Expollitos is focused on improving a laser for massive production, and so they can circulate huewo again.
Execution
We had to create a differential value in the brand, by creating an easy way to crack the eggs the brand got an edge with the consumers.
Client Brief Or Objective
Expollitos, asked the agency to prepare a campaign to differentiate one of their main products, the eggs, from its competitors. In addition, that campaign should begin to transform Expollitos into a well-known brand. Objective: Obtain word of mouth about the brand Expollitos and their eggs with a really low budget. Position their eggs, slightly more expensive than the competitor’s, for the premium segment.