Finalist for Integrated Social Media Campaign of the Year: The Egg
The Egg by Heavenly Desserts was one of the finalists in the Integrated Social Media Campaign of the Year category at the Social Media Marketing Awards 2025.
What’s the story behind the campaign - the strategy, the channels used, what’s next? SocialDay spoke to the Heavenly Desserts team to learn more about this egg-straordinary campaign:
The Egg was a limited-edition product launch that redefined how we tell stories as a brand. Released in spring, it wasn’t just a new dish – it was a playful reinvention of something universally familiar.
“Not laid. Just made.”
Here it is. An egg that never saw a farm, never met a chicken, and definitely doesn’t require scrambling. Instead, it has been lovingly crafted with a smooth milk chocolate shell, filled with vanilla cheesecake cream so light and fluffy it might just float away (but it won’t, because physics).
The golden “yolk” bursts with juicy mango and passion fruit, bringing a bright tropical twist. Beneath it, a crunchy bed of Oreo chocolate “cereal” makes it feel like breakfast, only more indulgent. And for the final touch, we soaked it all in a rich dark chocolate tres leches sauce.
Technically, it’s still an egg. Just one you’ll want to eat with a spoon.
What made this campaign unique was how we turned a simple idea – an egg v into a joyful, multi-sensory experience that brought personality, play, and storytelling together. From social to print, everything was cohesive, cheeky, and different for us.
The Strategy
We wanted to show that indulgence can still be unexpected, and that our brand could surprise, delight, and engage audiences in a fresh way.
Our challenge was to move beyond product-focused communication and instead tell a story that connected emotionally and creatively. The Egg became our opportunity to reshape perceptions, add personality to our brand voice, and prove we could do more than sell – we could entertain and inspire.
Our strategy was to build a sense of curiosity and play around The Egg, using storytelling as our foundation. We took the familiar phrase “How do you like your eggs?” and gave it a bold new meaning, one that invited audiences to engage, comment, and share.
The creative idea was built on contrast: something ordinary made extraordinary. Across every channel, we balanced indulgent visuals with light-hearted humour and a consistent tone of voice that felt confident, witty, and warm.
Social content was designed to be interactive – cracking, pouring, spooning, and tasting – giving our followers a reason to pause, play, and participate.
Channels and Formats
The campaign ran across multiple touchpoints – blogs, press releases, emails, printed materials, and social media – all unified by a single storytelling tone.
Social media, particularly Instagram, amplified the message. Through a mix of video, imagery, and playful community engagement, we brought The Egg to life. Paid and organic posts worked hand in hand to build reach and momentum, and even with a small budget, the creative strength of the content meant it performed well.
The Results
With only £584 in paid media spend, The Egg reached 306,000 accounts and generated 1.2 million profile views on Instagram.
The campaign didn’t just drive visibility; it built genuine engagement. Audiences interacted through comments, shares, and conversations, turning a product launch into a shared experience. It also inspired future campaigns and helped cement our brand personality, proving the power of creative storytelling at scale and allowing us to experiment.
What We’re Proud Of
We’re proud of how The Egg helped us tell a story like never before – one full of personality, creativity, and cohesion. It wasn’t just a product launch; it was a brand moment that sparked joy, started conversations, and showed our ability to blend craft with playfulness, allowing us to view our marketing messaging differently.
We are also proud of the fact we have done something our direct competitors haven’t, not just the style of product but the marketing of it.
We also take pride in achieving such significant impact on a minimal budget. Proof that strong creative and authentic engagement outperform spend.
What We Learned
We learned that audiences crave more than visuals, they crave interaction and story. By inviting them into the experience, we built emotional connection and amplified organic reach.
We also saw firsthand that consistency in tone and storytelling across every channel multiplies impact. When every touchpoint sounds like “you,” your audience listens.
What’s Next
We’re building on The Egg’s success by continuing to explore storytelling that feels alive and experiential – campaigns that audiences can touch, taste, and play with.
Next, we’ll expand on what worked: integrating social with physical activations, leaning further into our playful tone, and creating moments that feel indulgent yet inclusive.
For us, the future of social media marketing is about joy, imagination, and connection – and The Egg was just the beginning.
