Cross-border shopping is eggspensive for Canadian farmers

A fire truck made of egg cartons has been sitting on a busy downtown Vancouver intersection all this week. The BC Egg Marketing Board is hoping the unusual sight will make consumers think twice about where they buy their eggs. According to the board, cross-border grocery shopping is costing the province’s egg producers approximately $3.1 […]

A fire truck made of egg cartons has been sitting on a busy downtown Vancouver intersection all this week. The BC Egg Marketing Board is hoping the unusual sight will make consumers think twice about where they buy their eggs.

According to the board, cross-border grocery shopping is costing the province’s egg producers approximately $3.1 million every year in lost sales—the equivalent cost of four new fire trucks.

“The egg carton fire truck acts as a visual symbol of the hidden costs of choosing U.S. eggs over B.C. eggs,” said Cosmo Campbell, creative director at DDB Canada, the Board’s agency of record.

The campaign includes online advertising that drives consumers to Eggonomics.ca, a board website housing information on the impact of the much cheaper U.S. eggs on the local economy. Street teams armed with iPads are stationed near the fire truck installation as well to get passersby to visit the site.

Campbell said the campaign hopes to target those who live close to the border and raise awareness of the issue.

A video that filmed the two-day process of creating the fire truck will be released online soon, Campbell said.

Brands Articles

ASC to crack down on paid social media endorsements

New guidelines for endorsers and influencers to come into effect next year

McCain takes to Twitter to dispel Pizza Pocket rumours

Company says popular food brand is undergoing a refresh, not being discontinued

How to be taken seriously as a young agency founder

Dash agency's Christian Lunny on persuading waffling clients

Hermès gives an inside look at craftsmanship

Global exhibition allows consumers to see French artisans at work

Tim Hortons names new president

Sami Siddiqui is promoted from head of finance to president at the coffee shop chain

Sears unveils revamped logo

Developed in-house, it is part of the company's ongoing 'strategic reinvention'

Smart brands are turning retail spaces into playgrounds

Thinking about brands as places may prove to the sturdiest strategy: Bruce Philp

Metro keeps it all white for Diner en Blanc in Ontario

Grocer uses social, influencer tactics and video to amplify sponsorship

Starcom hires Mike Rumble to oversee new integrated team

New unit expected to oversee the agency's recently defended TD Bank Group account