Egg Farmers of Canada (EFC) has hired Rethink to produce a national TV advertising campaign set to launch in January 2011.
Bonnie Cohen, marketing and nutrition manager, Egg Farmers of Canada met with Rethink, Doug & Serge, Zig, John St. and Taxi Montreal earlier this month, before deciding on Rethink.
“We wanted something very specific in an agency,” she said. “We were looking for a small group. We’re not a big organization; we find we can get lost in big agencies.”
Each presented capabilities, credentials, case studies and work processes, she said.
“They have a lot of experience in the grocery category with large retail clients. They also really stress getting the most value for our dollar,” said Cohen. Rethink counts Sobeys as a client and worked with Dominion in the past.
Ottawa-based EFC continues to work with its creative agency of 15 years, OSL Marketing, on website development, recipe booklets and promotions.
“[OSL was] aware this was happening,” said Cohen. “[EFC has] done a couple of years of TV with them and we wanted to see what else was out there… I think it’s good for the business.”
Rethink’s new Toronto office will share the assignment with the agency’s Vancouver home office for the campaign that will target women 25 plus, said Cohen.
“We want women to make more eggs during the week for their kids and families in order to go off to work and school for a good day,” she said.
“Over the years, the ‘Get Cracking’ campaign has been behind some great, memorable advertising,” said Pema Hegan, managing director of Rethink Toronto, in a release. “We look forward to building on that legacy.”
