Win Everyday.
A campaign that ties organic eggs to everyday wins, built on social listening, search data and one clear persona.
Marketing Consultant · Research, campaign strategy, SEO and email
The brief
Make an organic egg feel like part of a good day.
Pete & Gerry's wanted more shoppers to notice and try its Organic Eggs at Stop & Shop. Price is the obstacle with organic, so the campaign had to give people a reason: position the eggs as a small, daily catalyst for success and well-being, and carry that across social media and streaming.
Who we were talking to
Beth, 40, feeding a family of five.
Every decision traced back to one persona: a mother with a husband and three kids who already cares about healthy habits, but needs a reason before paying more.
HabitsKeeps healthy routines in her own life
FamilyDedicated mother running a busy household
MoneyHesitant to spend more without a clear reason
MotivationWants reassurance she is doing a good job
Knowledge gapNot deeply informed on the benefits of organic food
What people already said
Social listening found the story before we wrote it.
Across Facebook, Instagram, the brand's own reviews and the influencer landscape, three things kept coming up: people love sharing recipes, they notice the deep orange yolks, and they are curious but unsure about what makes organic eggs better.
| Channel | What we heard |
|---|---|
| Recipe sharing, first-hand experiences good and bad, and posts about the benefits of buying Pete & Gerry's | |
| Emerging brand loyalty, growing awareness of organic quality and nutrition, questions about animal welfare | |
| Website | Customers rave about the yolk colour; support resolves unhappy customers in public |
| Influencers | One partnership reaches a broad audience across ages, genders and platforms |
7.38%
Engagement rate for influencer marketing in food
5×
What a typical food brand reaches in house
The campaign
“Win Everyday” turns breakfast into a small victory.
The idea: a movement that helps people succeed in their everyday lives, starting with what is on their plate. It runs down the funnel in four steps.
- Forge a link between organic eggs and successInspirational stories under #WinEveryday.
- Explain the nutrition in terms of loved onesWhy these eggs are better for the people Beth feeds.
- Capture qualified leads on a landing pageEmail registration in exchange for something worth having.
- Convert with a digital couponA reason to try at Stop & Shop, delivered to the inbox.
81%
Of US mothers actively use Facebook; 53%+ are on Instagram
88%
Of US parents use YouTube, for geo and behavioural targeting
167K
Existing Instagram followers to build from
Planning a campaign that has to justify a premium price?
Let's talkSearch and email
Four keywords close enough to win.
We looked for queries where Pete & Gerry's already ranked near the top and a focused landing page could push it over, then built the campaign messaging around them.
| Keyword | Current rank | Difficulty | US volume | CPC |
|---|---|---|---|---|
| Organic eggs | 5 | 23%, easy | 5,400 | $0.50 |
| Egg nutrition facts | 6 | 91%, hard | 33,100 | $0.46 |
| Egg nutrition | 8 | 91%, hard | 18,100 | $0.25 |
| Protein per egg | 8 | 67%, hard | 6,600 | $0.38 |
Expected results
Every step of the funnel, priced before we spent.
Using food and dairy conversion benchmarks, we modelled what a first 5,000 impressions would return, so the brand could judge the spend step by step.
- 5,000Impressions$7 to $10 CPM
- 500Clicks and shares10%
- 75Emails captured and new follows15%
- 23Registrations30%
- 15Follow-up emails opened66%
- 2Sales15%
2%
Churn, held through sentiment-led, geo-targeted campaigns
4
Target keywords already within reach of page one
What this changed about how I work
Listen before you pitch. The strongest line in the campaign, the orange yolk and the everyday win, came straight from what customers were already posting. The work was to connect it to a persona and put a number on every step.
Want the same listening-first approach on your brand?