Sunny Queen Farms are getting very serious about their Natural Grain egg with the launch of a national TV campaign.

Sunny Queen Farms is the only egg brand that stamps smiles on their eggs. It seemed a very natural progression to develop a tongue in cheek 'serious' tone to the new Sunny Queen Farms Natural Grain campaign connecting with people who care a lot about the quality of the food they eat in a fun way.

The new TV campaign, developed by BCM launches on August 11 via a relevant sponsorship with the not very serious 'Australia's Funniest Home Videos'. The hero of the campaign (besides the iconic Smiley egg of course) is a very serious little boy who encapsulates the charm and goodness of the Sunny Queen Farms brand delivering all that is good about the Sunny Queen Farms Natural Grain egg in a simple light-hearted execution.

Through continued support of a unique and relevant positioning, the Sunny Queen Farms brand has resonated with consumers making significant share gains on the national stage over the past 18 months. Consequently Sunny Queen Farms is the only egg brand ranged nationally by the major supermarket chains.

After launching on Australia's Funniest Home Videos show, the campaign will roll out nationally with a combination of TV support in key markets, a national print campaign and integrated support through direct mail and online.

BCM Partner Paul Cornwell said, "We have worked hard with Sunny Queen to create a unique brand positioning within what was becoming a dangerously commoditized category. It was critical that our launch into supporting new markets delivered strongly on both product and brand attributes to position the brand for future growth".

Campaign credits:

Agency Partner - Paul Cornwell
Creative Director - Greville Patterson
Agency Producer - Shane Ford
Account Director - Lisa Neighbour
Account Manager - Natalie O'Keeffe