WFCA, the full service agency, has been appointed to relaunch upmarket egg brand, Clarence Court, after the brand’s recent appointment of its new Marketing Director, Vicki Hazel. Historically trading from farming credentials, Hazel has transformed Clarence Court into a foodie favourite, recommended by celebrity chefs and named on their menus. With a range including hen, goose, duck, pheasant and ostrich eggs, distribution spans Asda, Morrison’s, Sainsbury’s and Waitrose as well as Harrods, Selfridges and Fortnum and Mason foodhalls.

Click on the other birds below to enlarge the images:

WFCA was briefed to develop a new campaign for the brand, communicating the products’ superior taste to an increasingly sophisticated foodie audience. The above the line campaign launches in press in October, heroing “fabulous eggs by fabulous birds”. According to Greg Phitidis, WFCA’s Creative Director “The eggs come from bird breeds such as Burford Brown hens and Old Cotswold Legbars which is why they taste better. In this campaign we have shot them in a way which makes them look beautiful and glamourous, capturing their unique character and positioning Clarence Court as everyday but truly special.”

The campaign is supported by new packaging and a completely new website which features recipes and video content from the brand’s celebrity ambassador Mark Hix. The website goes live this week and includes “behind the scenes” footage of the “fabulous” photo shoot. Clarence Court has also recently appointed PR agency 84 Buckingham Road who have been tasked with championing the brand’s foodie credentials in consumer press.

Clarence Court’s Marketing Director Vicki Hazel, who can be seen in the behind the scenes video, said “I wanted to move Clarence Court on from a farming brand to a foodie brand as our eggs are the best tasting eggs on the market. The advertising is stunning and shows our eggs aren’t from the average free range hen and will taste better as a result. There is also some nervousness around usage of speciality egg so education on the website and in PR is key to our campaign. Mark Hix will add premium foodie credentials to our brand and, with his seasonal knowledge, will ensure our recipes are spot on for the time of year.”