Breaking down the free range barriers

A new approach to selling free range eggs is to be unveiled in supermarkets across England and Wales.

The initiative comes from Stonegate and ASDA with the launch of a new brand called Big and British. The marketing of the new brand ignores the traditional free range selling points of welfare and lifestyle.

In fact about the least eye-catching aspect of the Big and British box, which comes complete with union flag and giant red lion, are the words ‘free range’.

But behind the launch is a well researched strategy for switching ASDA customers from cage eggs.

The supermarket giant offers a unique opportunity for expanding free range sales. Because although its customer demographics are similar to those of Tesco and Sainsbury’s its free range sales fall dramatically short of the opposition.

Stonegate has carried out extensive consumer research with ASDA customers—both in store and with listening groups—and concluded that there are three reasons behind this state of affairs...

Many customers are not aware that their supermarket sells free range eggs

Others believe that free range is too highbrow or expensive for them, even though they have not checked the price

Some believe that large multiples would not be selling eggs that are ‘real’ free range

Stonegate marketing manager Richard Langdon explained: “Big and British gets to the heart of some of these issues. Our research showed us that we needed a new way of attracting these customers into the free range category. We know that ‘big’ and ‘British’ are two concepts that appeal to these potential purchasers.

“The pack stands out so it cannot be missed. Its free range label is secondary to the offer. When they pick up the box they just happen to be picking up free range.”

Big and British will retail at £2.38 a dozen.