Two Birds Eggs
How We Turned Getting Eggs Into Doing Good
Walk down the egg aisle, and you’ll find dozens of cartons competing with the same promises — happier hens, better farming and delicious eggs. For a new brand entering the category, simply being premium wasn’t enough to give shoppers a reason to switch from the carton they already knew.
At the same time, consumers increasingly want the brands they support to stand for something beyond the product itself. Our objective: Build a new egg brand from the ground up that could stand apart at shelf and give shoppers a meaningful reason to reconsider one of their most habitual grocery purchases.
The Brand's Good
Two Birds is on a mission to turn feeding your family into an effortless way to help feed kids facing hunger.
Our Key Insight
People want to do good — but not at the cost of convenience, habit or routine. The choices most likely to stick are the ones that don’t ask us to change our behavior. And few grocery purchases are more habitual than eggs. Instead of asking people to add another act of generosity to their lives, we saw an opportunity to build one directly into something millions of families were already doing every week.
The Uncommon Solution
“The Egg That Grows the Good.” We built Two Birds around a powerful promise: One simple purchase. Two meaningful outcomes. One carton nourishes your family with premium pasture raised eggs. That same carton helps support kids facing hunger when they may not have reliable access to food over the weekend when school isn’t in session.
That duality shaped everything we created — from the Two Birds name, positioning and colorful illustrated identity to packaging, website and communications. Then we brought it to life through a campaign, creating a whimsical world that literally emerges from the carton. Farms, hens, families and kids all inhabit the same interconnected landscape, turning the impact behind every purchase into something consumers can immediately see and understand.
Across film, social, digital and retail, the system lets the story unfold with the consumer journey. First introducing the good, then showing how it grows through responsible farming and the Two Birds’ charity partnership with Blessings in a Backpack, and ultimately making the purchase feel like an easy choice with a meaningful outcome.
The Good We Grew
Two Birds launched with more than a distinctive new identity. It entered the egg aisle with an entire brand ecosystem built around a purpose consumers could understand at a glance.
From the carton on shelf to the website, impact storytelling, paid media and retail experience, every touchpoint reinforces the same simple equation: choosing great eggs for your family can help do something good for someone else’s. And with every carton contributing directly to Blessings in a Backpack, the brand is designed so its impact grows right alongside its business.
Bill Curtis, VP of InnovationWe knew from the beginning that we wanted to create more than another pasture raised egg brand. We wanted doing good to be fundamental to what the brand was — not a program or a marketing add-on. Common Good understood that ambition and helped us turn it into a brand where the product, purpose and experience all work together.
