Egg Farmers of Canada begins Eggs Anytime campaign
Ottawa-based Egg Farmers of Canada has begun a new marketing campaign called “Eggs Anytime” that encourages consumers to eat eggs for meals other than breakfast. The campaign, developed by Cossette, includes television, online and digital out-of-home advertising, as well as social media content. Modified creative will be shown at different times during the day to present meal ideas relevant to that time. The creative seeks to use humour to compare eating eggs outside of breakfast to other unusual situations.
“We want to reframe the way Canadians think about eggs,” said Judi Bundrock, chief marketing and communications officer at Egg Farmers of Canada. “Eggs have long been loved as a breakfast favourite and this campaign is about getting Canadians to question why they can't enjoy eggs at any time of the day. With consumers increasingly looking for whole, healthy protein sources, the new campaign encourages Canadians to enjoy eggs at new meals, including lunch and dinner.”