The big egg.
One Tuesday afternoon in the lead up to Easter I went to get my lunch from the fridge and was confronted by a mass container of boiled eggs.
Initially I felt sick, but then I became curious. What do gym bunnies eat at Easter?
First there was an idea. Then came the egg. And then a lot of positive press:
The Grocer- Food and drink’s most outrageous japes for April Fools’ Day 2026 | Analysis & Features | The Grocer
Independent- April Fool’s Day 2026: All the best jokes and pranks | The Independent
Deadline News- Tesco unveils giant boiled egg for protein lovers this Easter
Daily Mail- Meatball lollipops from Ikea, Wickes' moon-powered panels and a Dyson Airwrap fit for a cat: All th…
SW Londoner- April Fool's Day: UK brands and retailers announce new spoof products | South West Londoner
Cosmopolitan- 2026's most shocking April Fools' Day jokes you missed, from Tesco, HEINZ, IKEA and more
Mirror- April Fool's Day LIVE: Best jokes and pranks as mischief begins
Daily Star- April Fool's day 2026 LIVE: Brits chortle on day of mischief from grim mayo to weird chicken baths
The Tab- Lidl lingerie and adult trolley seats: The best and worst brand April Fool’s pranks of 2026
Daily Express- April Fools' Day LIVE: The best jokes and pranks from around the world
Daily Record- Best jokes and pranks as mischief begins
The Drum- April Fools’ Day 2026: Top jokes from Dude Wipes, Tesco, Babybel and more | The Drum
PR Week- Kooky campaigns that happened to launch on 1 April | PR Week UK
Campaign- April Fool’s Day round-up: Tesco, Dyson, Warburtons, Terry’s Chocolate Orange and more
Creative Salon- Tesco Unveils Giant Boiled Egg for a Protein Packed Easter
LBB- Tesco’s Giant Boiled Egg Is Egg-actly What It Sounds Lik
City AM- The Capitalist: Warning – this is an April Fool’s joke! Haha!
Wales Online- April Fool's Day 2026: The best pranks, from Matcha Mayo to pre-booking countryside walks
Trend Hunter- Tesco's Giant Boiled Egg Supports a Protein-Packed Easter
12 broadcast mentions including Capital London and LBC
In addition to my proactive work, I was on several creative briefs. One of which was this campaign for the launch of the iPhone 17 which boosted sales by 87%.
The challenge? We couldn’t mention or show the product in the tease phase. Oh – and we needed to rug pull a voucher offer.
The solution: CGI create a gift card, and shoot it like an Apple spoof. Every little helps.
Another project I loved doing for Tesco was ideating and writing their OOH and social statics for the 30th anniversary of Clubcard days out.
