You can’t please everyone, but you can definitely teach them a lesson. Locally Laid, an organic egg company that cheekily uses double-entendres like “get locally laid” and “local chicks are better,” as a unique branding platform may have found a fun way to get consumers’ attention, but it ruffled one egg-thusiast’s feathers. This man sent a handwritten letter to the company saying, “I find your name on your egg carton extremely offensive and your sexual innuendos in your advertising vulgar. Not only were you the highest-priced in the store, but also the worst in advertising.” The letter goes on about boycotting Locally Laid Eggs.
Not only did Lucie, the “marketing chick” from Locally Laid respond, but she did so in an epic fashion, detailing why Locally Laid eggs were better than the other eggs in the store, with help from their “wink-nudge” advertising tactics.
“The average food product in this country travels some 1,500 -2,000 miles from farmer to processor to distributor to your plate. That’s a lot of diesel burned and C02 pumped in the air. Our cartons travel a fraction of those miles. We’ve turned down lucrative contracts that would have taken our eggs out of the area because of our environmental stance. Plus, we plant a tree with every delivery we make to offset our minimal carbon footprint,” she writes.
She then goes on to explain why their eggs cost more than the other, less-offensive eggs: “because Locally Laid practices sustainable agriculture, a sector that does not enjoy large government subsidizes like commodity products do. The egg industry is also highly consolidated and expensive to break into. There are just 192 companies that own 95% of the America’s laying hens, that’s compared to 2,500 companies in 1987.”
You can read the rest of the letter here, but the best part is the kicker: “We all vote with our food dollars every day and we respect your decision if our playful moniker keeps you from buying our eggs. It was just important to me that you understood everything that was going on behind that name. Now I gotta ask, would you have learned all this if we were named Amundsen Farms?”
Touché, organic egg guys, touché.