Australian Eggs.
Growing the future workforce.
Creative direction and campaign development
Brand governance and visual consistency
Visual communication and content design
Digital campaign creative and asset development
Video, photography and content collaboration
Careers attraction and stakeholder communications
Coordination of designers, videographers and specialist suppliers
Developed an integrated workforce attraction campaign for Australian Eggs, designed to promote careers within the Australian egg industry and inspire a new generation of talent. Working within the established Australian Eggs brand, I led the creative strategy, content development and production of campaign assets across print and digital platforms.
The campaign targeted key audience segments including university and school leavers, regional “tree changers” and professionals seeking a more family-friendly career. Through strategic content, targeted digital advertising and audience-specific messaging, the campaign directed prospective candidates to a dedicated careers hub, generating interest and engagement across the industry.
Workforce attraction
A cornerstone of the campaign was the development of a careers guide designed specifically for university and school leavers considering future career pathways. Written in a contemporary and engaging tone, the guide challenged common perceptions of the industry by showcasing the diversity of career opportunities, innovation and long-term prospects available within Australian egg production.
The publication combined compelling storytelling with practical career information, providing prospective candidates with an accessible introduction to the industry while acting as a high-value content asset that supported lead generation and ongoing engagement.
Digital engagement
Supporting the campaign was a suite of targeted digital assets developed to engage different audience segments throughout their decision-making journey. Search Engine Marketing (SEM), display advertising, retargeting and social media content were tailored to the motivations of each audience, delivering relevant messaging that encouraged users to explore careers within the industry.
All campaign activity directed prospective candidates to a dedicated careers landing page, creating a seamless digital experience that increased awareness, captured interest and supported long-term workforce attraction initiatives.
