Egg Farmers of Canada launched a bright new campaign this week to highlight the nutritional benefits of its agricultural product.
The association behind Canada’s regulated egg farmers surprised morning commuters in Toronto, Montreal and Vancouver on Tuesday with pop-up gardens featuring potted daffodils and egg breakfast sandwiches, as part of the new #WakeUpToYellow campaign.
Bonnie Cohen, director of marketing and nutrition at Egg Farmers of Canada, says the daffodils align well with the yellow yolks in eggs — and was a catchy way for farmers to promote their protein-packed natural products during the dark days of winter.
“We are just trying to do something a little different that resonates with people and gets our message out that eggs are a natural source of protein, vitamins and minerals. In the middle of winter that’s a hard thing to do,” says Cohen.
The association also brought egg farmers to each event to talk to consumers about what’s in eggs and how they’re produced.
Cohen says the move feeds into the growing interest consumers have about what’s in their food.
The campaign also tries to clear up a misconception that there are steroids and hormones injected into eggs produced in Canada, Cohen says. That they’re not “is a message you’ll see in the campaign loud and clear,” Cohen says.
The campaign also includes out-of-home advertising such as static billboards, as well as digital billboards with messages catering to the weather. For example, when it snows the ad will say, “warm up with the natural goodness of eggs,” or if it’s sunny, “brighten your day with the natural goodness of eggs.”
The campaign, created with agency Cossette, also includes social and digital elements, and television ads will be airing this summer, Cohen says.
The association also highlighted statistics showing 71% of Canadians are looking for natural and healthy foods in their daily diet. It also says half of Canadians find it more challenging to eat healthy during the winter.
Farmers
Wednesday, February 03 @ 3:22 am |