DDB Vancouver is up with the sun for BCEMB
A new campaign for the BC Egg Marketing Board (BCEMB) salutes early-rising workers who efforts largely go unnoticed.
The campaign for the non-profit group (which represents 132 small, family-owned egg farms) launches with a 30-second teaser spot that follows a real B.C. egg farmer in what seems like his usual morning routine of taking care of his hens. But a super informs viewers that today, he’s taking care of someone else. The spot ends at a mystery location with a call to find out what happens next on the campaign’s microsite, GoodMorningBC.ca.
On the site, three short documentaries show egg farmers rewarding other hardworking early risers – fishermen, mill workers and food bank volunteers – with a hot breakfast that includes B.C. eggs.
Cosmo Campbell, executive director at DDB Canada’s Vancouver office, which created the campaign, said the work is based in part on the insight that many egg farmers view farming as a calling, not a job. “They really have a passion for the work they do and they don’t really see it as work. They see it as caring for the hens and creating a great product at the end of the day.
“There are similar types of people in B.C. who are getting up early and have ‘calling’ professions as well, who keep the province running…so we wanted to surprise them and just say thanks for everything that you’ve done,” Campbell said.
He also said egg marketing over past few years has largely focused on the nutritional benefits of eggs, a story that’s run its course for consumers. “There’s a need to tell a different story, particularly because consumer sentiment has changed around where our food comes from and how it’s made. So we decided to focus a little more on where the B.C. eggs come from.”
The campaign website includes information on how B.C. egg farms are run, what hens need to produce healthy eggs and best industry practices. “People want to know where their food comes from and they can be comforted by knowing that B.C. eggs are handpicked and graded by responsible, passionate farmers,” said Al Sakalauskas, executive director of BCEMB, in a release.
An online contest invites visitors to post pictures that capture their idea of a good morning. Participants can enter directly through the website by uploading photos and users can also enter with Instagram to get up to two extra entries. The grand prize winner will receive a catered breakfast for 20 friends, while weekly winners will receive a catered breakfast for four friends.
To kick off the campaign, DDB Public Relations organized teams of B.C. egg farmers who rewarded early-morning workers at 30 locations across Vancouver with freshly made B.C. egg sandwiches.
The campaign runs until September.
