It will host its first “mini-festival” at ‘Mac’s Farm’, one of the company’s suppliers in East Sussex on 29 April and hopes to attract around 2,000 people. It will be promoted under the One Good Egg brand.
One hopes to develop future events at schools, universities and businesses to get people involved with the organisation’s strategy to use all profits from the sale of One branded products to fund like-for-like development projects in Africa.
Families are invited to visit the farm and collect their own eggs from the hens. There will also be a farmers’ market, hog roast, an old fashioned fun fair and live bands and dancers.
The full range of One branded products, which includes bottled water, eggs, bread, porridge, toilet roll, plasters, condoms and handwash, will be available at the event.
One will also be challenging visitors to see how much water they can carry in a bid to educate people on the challenges faced by people in African communities without running water, who have to walk for miles each day to collect it.
Money raised from the open day will be used to fund community egg farming projects in sub-Saharan Africa.
Anita Kinniburgh, marketing manager, says: “The scale of these events isn’t huge, but the understanding those people get [of the brand] is more valuable to us than a press ad that people might flick past”.
“The direction we’re going in is attention grabbing events so PR and media work with our lean budgets. We’re cautious to remain commercial and not to appear as a charity, but we take a playful tone married with serious issues.”
The brand has run press, TV and radio advertising in the last year.
The firm is also preparing to extend its brand into a further FMCG category later this year after launching bread and porridge ranges last year.