One of North America’s largest egg producers, Burnbrae Farms’ mission is simple yet profound: to nourish families sustainably with “Eggs for Life!” Burnbrae Farms takes immense pride in promoting healthy living, progressive animal care, community engagement, and environmental sustainability.
In a market brimming with choices, they set themselves apart through their progressive sustainable farming practices. Burnbrae Farms believes that in the agricultural products industry, sustainability is not only a way to differentiate themselves, it’s simply the right thing to do.
More importantly, as a values-driven organization, they strive to establish a legacy of sustainability that they’re proud to leave behind.
Despite a growing consumption of eggs, most people still see them as basic commodities with no distinction between brands. It has become crucial to shift consumer perception by educating that not all eggs are created equal and that the innovative, sustainable farming practices used by Burnbrae Farms is a reason to switch brands.
To tackle this challenge, we developed a comprehensive sustainability communications platform that showcases Burnbrae Farms’ unwavering dedication to sustainability across all consumer touchpoints. Our strategy was to craft a cohesive and impactful narrative that resonates with the message “a lot goes into a little” throughout every stage of the consumer journey.
We highlighted Burnbrae Farms’ five pillars of sustainability that span the environmental, social and economic impacts of their farming practices:
• Environment: Reducing Burnbrae Farms’ environmental footprint through efficient resource use and conservation.
• Animal Care: Upholding the highest standards of care for hens following sciencebased guidelines.
• Health & Wellbeing: Promoting a safe and healthy work environment while fostering a positive company culture.
• Safe Nourishing Food: Committing to producing safe, high-quality food for families.
• Community Spirit: Engaging in charitable activities, volunteerism, and agricultural education.
Our approach to telling this complex story followed two paths.
First, we identified a number of very specific attributes of Burnbrae Farms’ sustainability message that aligned with consumer purchase triggers. We optimized the media to highlight these very specific proof points to keep the message clear, simple, tangible and compelling.
Secondly, as a comprehensive overview of the full breadth of all Burnbrae Farm’s sustainability initiatives, we designed a central document – a visually graphic and interactive sustainability report – as the foundation for the platform. Targeting those who want to dig deeper into Burnbrae Farms’ sustainable farming practices, the design creates a cohesive narrative about the full breadth of Burnbrae Farms’ initiatives to nurture positive environmental, economic and social outcomes for current and future generations.
Burnbrae Farms has been widely recognized as a leader in sustainability within the egg and greater farming industries. Their market share continues to grow despite rising competition, and as more and more consumers begin to appreciate the importance of sustainable food production. This positive shift in consumer perception validates Burnbrae Farms’ efforts and reinforces their position as a premium, responsible brand.
