We talk a lot about transparency here at BrandHook.  We tell our clients that consumers want to know the truth, they want to understand what’s really going on, and they want to hear authentic stories. Because honesty is what will ultimately build a bond between a consumer and a brand.

To elaborate, I’m going to use a beautiful example that I stumbled across earlier this week – thanks to my eco-warrior 11-year-old daughter who acts as a constant source of new ideas to me in this ever changing, face-paced digital world.

Surprisingly, this exemplary example of transparency actually came from the unlikely world of eggs. Sunny Queen have opened themselves up to the world.  They don’t want to just tell you that their lovely, happy hens roam free…they want to show you. The Australian egg producer has set up a live feed from their barns, and have made this available to any consumer at any time of the day.

Just check this out for transparency… www.sunnyqueen.com.au/chooktracker/

And to communicate the personality of those at Sunny Queen, little messages are updated on the screen throughout the day, complete with terrible/amazing egg puns …. “Must be time for a coffee break, eggspresso anyone?”, “Out for an invigorating morning walk” etc. It’s entertaining, it’s real and it demonstrates the values of the brand and the people behind it.

In terms of the free-range egg market, I was always category loyal, but not brand loyal. But this fun little innovation from Sunny Queen has upped the game for me.  I will look for them exclusively in the supermarket aisle from now on.

I encourage you to check it out…. Not only is it a great example of authenticity and transparency from an Australian brand, it is also strangely calming to see these beautiful hens scratching around the paddock. If only they knew what great examples of brand transparency they were being…

Written by Megan