In March KINC delivered an eggcellent PR campaign for client Jägermeister UK, the Jäger Easter Egg was a viral success and sold out within hours of launch.

The Jäger Egg was first announced as an April Fool’s joke on Jägermeister UK social media channels in 2016 and was quick to capture the imagination of customers who wanted the real thing.

To satiate demand a limited edition Jäger Egg was created – combining a handcrafted milk chocolate egg with a creamy Jägermeister infused filling. Sold in a gift pack, each contained: 2x Jäger Eggs, 2x Jägermeister shot glasses and a 10cl bottle of Jägermeister.

Addressing consumer desire for the egg to become reality Tim Hawley, Innovation Controller at Jägermeister UK explained, “For three years we were inundated with customers demanding the #JagerEgg, we had everything from desperate DM’s to pleading phone calls. It personally kept me up at night thinking about all those people tossing and turning, dreaming of the #JagerEgg that never was – so this was for them.”

Media outlets were equally intrigued by the concept of a Jäger Easter Egg and the story quickly went viral with hundreds of pieces of coverage across print, broadcast and online achieving a reach of over 500 million. Outlets included: The Sun, Evening Standard, Metro, Huffington Post, Cosmopolitan, Independent, LAD Bible and Daily Mirror to name a few.

Will the #JagerEgg ever return? Only time will tell.

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