We cracked it.

We wanted to get more from the nation’s feed, onto their fork. The most helpful way of doing that is to show the potential of the food that’s already on their kitchen table.

We showed the nation we’re so passionate about food that we obsessed about one humble ingredient for three weeks. We worked with creators outside of FoodTok tapping up history, music tweaking existing formats like GRWM to G-unready-WM and #hopecore.

This was a new approach to food on social.

For three weeks we had a TikTok blackout. #EggEra content only! Lead by my team at BBH we worked with brilliant creators inside and outside of the #FoodTok world, across Tesco partner agencies and multiple shoot days where we tapped into trends and behaviours to bring #EggEra further than just a food content audience.

Creatives Lucy Pennock & Thomas Reynolds.

Live March 10th -31st 2025.

• 70+ million views in paid and organic

• Engagement rate +30% above benchmarks