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

LCBO.com offers 5,000 products, $12 home delivery

LCBO president says sales site will boost Ontario wineries, breweries, cider producers

Lessons from Shop.ca and Beyond the Rack’s shortfalls

Despite failures in the Canadian ecomm space, there is still opportunity to grow

General Mills brings gluten-free Cheerios to Canada

U.S. creative will be adapted for Canadian campaign next month

Kit and Ace’s summer of ‘Eh’

Retailer brings a taste of Canadiana to U.S. pop-up showroom

Aldo ups its fashion game for fall

#AldoMovesMe campaign aims to elevate perceptions of the brand

Scotiabank branches out with new retail formats

'Express' and 'Solutions' branches designed to give customers more choice

Online mattress retailers dream of disruption

Endy Sleep, Casper and more turn the traditional retail model on its head

Dare takes ‘made better’ message to the streets

Toronto-based company promotes new flavours in Toronto, Vancouver and Calgary

The quest to predict the way brand images get hijacked

Schulich is developing a tool to help marketers predict negative brand attention