The Challenge

Freshlay Farms wanted to position its Golden Yolkers as an affordable upgrade for celebration meals starring eggs. With the cost of living in mind, the goal was to elevate humble ingredients into something special for key occasions like Pancake Day, Mother’s Day, and Easter.

Additionally, the brand was keen to capitalise on the continued social virality of egg-based recipes. Immediate was tasked with continuing its three-year partnership with Freshlay Farms by evolving the content strategy to maximise audience interaction and leverage these social trends.

The Plan/Execution

To bring this to life, Immediate placed Golden Yolkers front and centre in every piece of content. The strategy focused on giving special meal occasions a “golden touch” through high-quality visuals and expert curation.

Immediate worked closely with the Good Food editorial team to refresh the existing digital hub. Based on editorial insights, the team shot six new recipe stills and introduced on-trend dishes, including a standout nduja, sage, and ricotta raviolo.

The campaign extended beyond the hub to capture the social media audience:

  • Social-First Content: Immediate created functional content specifically for Instagram and TikTok, featuring Good Food talent to drive engagement.
  • UGC Competition: To foster community interaction, a user-generated content competition encouraged home cooks to share their own egg creations for a chance to win a £500 supermarket voucher.

The Results

The simple yet appealing presentation of a staple ingredient resonated deeply with Immediate’s foodie audiences. The strategic selection of recipes across native and social platforms led to impressive view-through rates and engagement times. Notably, the torta pasqualina proved to be the most popular recipe in terms of reader attention.

Engagement & Dwell Time The evolution of the content strategy delivered clear year-on-year improvements:

  • 40 sec average engagement time on the hub (+7 seconds YOY and significantly higher than the 30-second benchmark).
  • 2m 5s average native recipe dwell time (vs a 30-second benchmark).

Reach & Interaction The visuals and social-first approach successfully captured user attention:

  • 67% View-Through Rate (VTR) on Meta (vs 55% benchmark).
  • 4.45% Click-Through Rate (CTR) on the takeover (vs 0.49% benchmark).