Work Group and Farmer Brown crack on with egg-citing new campaign

Work Group builds on its success with Farmer Brown egg’blocks

Work Group has again joined forces with Farmer Brown eggs – this time on an exciting new campaign to engage with Kiwi kids all over the country.

Farmer Brown’s egg’blocks are special egg cartons that stack and click together for endless creative fun.

To launch the campaign, Work Group created a shelf-back campaign with a series of animated 15-second video spots, featuring Farmer Brown’s loveable new mascot, Goldie.

In each spot, Goldie takes you step by step through constructing a range of egg’blocks projects, ranging from modest to monstrous.

Kids can build the ‘Egg-fil Tower’, the mighty ‘Pyramid of Egg-gypt’ and a friendly ‘Al-egg-ator’ or let their imaginations run wild to build and decorate their own creation.

Work Group MD Gaylene Anderson says the new campaign is the latest in a major rebrand to take the Farmer Brown brand in a new direction. 

“Goldie was brought to life through a collaborative process and we are now seeing the charm and versatility he brings to Farmer Brown,” she says. 

“Groundbreaking promotions like Goldie’s Golden Egg Hunt have been a nationwide hit and that contagious sense of creative fun is shared by egg fans of all ages, all over the country.”

Bernadette de Bono, Marketing Manager for Zeagold Foods, says that egg’blocks is adding to Farmer Brown’s groundswell of shopper engagement. 

“With Goldie’s Golden Egg Hunt and now egg’blocks, Farmer Brown continues to lead the category in innovation and engagement,” she says. 

“Goldie has injected a real sense of excitement into the brand and the category and you can expect to see plenty more throughout the year.”

See more at farmerbrown.co.nz/eggblocks



  • Bernadette de Bono – Group Marketing Manager – Zeagold Nutrition
  • Julie Williams – Marketing Manager – Zeagold Nutrition


  • Ben Chandler – Senior Creative – Work Group
  • Steve Charlton – Creative lead – Work Group
  • Jamie Pettigrew – Designer – Work Group
  • Melissa Ivory – Senior Account Director – Work Group
  • Marisa Kirkbride – Account Director – Work Group


  • The Rig
  • Drmgrpp

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