Fyfe Family Eggs
Create a distinctive and sustainable social presence for Fyfe Family Eggs, using authentic content from the family farm to build trust, demonstrate care and strengthen the connection between consumers and the people behind the brand.
Bringing consumers closer to the Fyfe family
Fyfe Family Eggs has a strong story to tell. It is a multi-generational family business built around free-range farming, happy hens and genuine pride in the eggs that carry the family name.
Our role was to turn that story into an ongoing stream of social content that felt warm, natural and unmistakably Fyfe. By bringing consumers closer to the family, the farms and the everyday realities of egg production, we could build greater trust and give people more reasons to choose Fyfe Family Eggs.
Creating enough content to keep the story moving
Social channels need a consistent supply of fresh content, but a working family farm is not a conventional production environment. The farm is also a significant distance from the nearest production centre, making frequent shoots inefficient and impractical.
We needed to create a large and flexible content library within a limited number of shoot days, while keeping everything authentic to the people, place and rhythms of farm life.
The approach also needed to support content between professional shoots without placing unrealistic production demands on the Fyfe family.
Plan carefully. Capture generously.
We started by establishing four content pillars: Caring People, Healthy Traditions, Country Farms and Family Pride. These gave every piece of content a clear role and allowed us to plan future social calendars before arriving at the farm.
With the content mapped in advance, we scheduled two intensive shoot days to capture as much photography and video as possible. Production was planned across different locations, activities, family combinations, times of day and wardrobe changes, helping the resulting material feel as though it had been gathered over a much longer period.
Video, photography, interviews and drone footage were captured together, with each setup considered for multiple formats and future edits. This asset-first approach meant a single production could supply months of social content rather than simply delivering a handful of finished posts.
We augmented the professionally produced material with content filmed by the Fyfe family. ETB provides direction, self-filming briefs and practical guidance, then shapes the footage through editing, copywriting and the wider content calendar so it remains consistent with the brand.
The whole farm is part of the family
Our social approach builds a world around the Fyfe family and the values behind their eggs.
The content focuses on the people, traditions, farming practices and care that make the brand different. It creates space for useful information, family stories and the personality of life on the farm, showing rather than simply telling consumers what Fyfe Family Eggs stands for.
This combination of polished production and more immediate family-shot content gives the channels consistency without losing the warmth and spontaneity that make the brand engaging.
A content library that works harder
The production created an extensive library of photography and video that could be edited, adapted and scheduled across an ongoing social program. Capturing multiple formats over two carefully planned shoot days significantly reduced the cost and disruption of repeated production trips.
Awards and recognition
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