Egg Farmers crack on with new campaign

It might mark the first use of the words “egg man” in a song since The Beatles’ “I Am the Walrus.” The Egg Farmers of Canada has launched a new TV and online campaign that showcases the country’s approximately 1,100 egg farmers and their product. Developed by Rethink, the bilingual “Pride in Every Egg” (“Nos […]

It might mark the first use of the words “egg man” in a song since The Beatles’ “I Am the Walrus.”

The Egg Farmers of Canada has launched a new TV and online campaign that showcases the country’s approximately 1,100 egg farmers and their product. Developed by Rethink, the bilingual “Pride in Every Egg” (“Nos oeufs, notre fierté”) campaign kicked off its second three-week flight on July 2. OMD Canada handled the media buy.

“We know that Canadians are now one or two generations removed from farming, so this campaign [was developed] to put a face to egg farmers,” said Sarah Caron, Ottawa-based marketing officer for Egg Farmers of Canada.

The “Pride in Every Egg” positioning was chosen from options including the “Dedicated to Quality” message that currently accompanies the Egg Farmers of Canada’s corporate logo, business cards, etc.

“For this particular campaign, we really wanted to emphasize the pride message,” said Caron. “It’s a huge responsibility for egg farmers that they’re bringing Canadians this safe food product every day.”

The campaign marks something of a departure from the organization’s recent marketing approach, which has focused on the energy boost that eggs provide. That approach has been in place since roughly 2005, said Caron, and is also expected to form the basis of a new campaign debuting this fall.

The centrepiece of the “Pride in Every Egg” campaign is a 30-second TV spot that chronicles a day in the life of four egg farmer families, backed by a folksy song (sample lyric: “work hard/through and through/pass my freshest/eggs onto you/’cause I’m an egg man/proudest in the land”). There is no mention of the words “koo koo ka joo.”

The spot drives to Eggs.ca and its French-language counterpart, LesOuefs.ca, and also swaps out the standard Get Cracking brand mark for the Egg Farmers of Canada name, which replaced the Canadian Egg Marketing Agency name about two years ago.

Caron said testing indicates the spot is one of the highest-scoring ads in the organization’s history, performing well with consumers on metrics including appeal and relevance. The organization is currently in planning for 2013, said Caron, and there is already a likelihood the spot will re-appear.

The most recent Nielsen Retail Sales data shows that egg sales have increased 2.5% since 2009. Household penetration of eggs in Canada is approximately 98%, with an average of 20 million dozen eggs sold at retail each month.

Brands Articles

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location

Captain Morgan’s cottage hack

New campaign inspires Canadians to seize the summer in their own way

Sid Lee’s JF Bouchard gives an insider’s guide to C2 Montréal

The ad agency exec talks balancing his day job with an annual event

M&M Food Market to ditch trans fat by the end of 2017

If suppliers fail to meet the deadline certain products will be removed from shelves

Dairy Farmers puts Canadians to bed

Nearly half of Canadians say lack of sleep affects productivity at work

Future Flash: How Domino’s became an innovation company

The restaurant chain's AOR reveals its seven-step approach to creative thinking

On The Move: New hires at National, Narrative, Cue

A weekly update of who's headed where in Canadian marketing and communications

Marketers can now do the math on what agency work is worth

Ad Cost Checker offers database to benchmark fees

Sleeman plots a cross-country tour in support of new brew

The brewer's searching for two brand ambassadors for a cross-country train trip