Egg Farmers campaign focuses on 'Natural Goodness'

Canadians are increasingly hunting for more wholesome foods, and a new campaign for the Egg Farmers of Canada (EFC) is out to remind them that eggs fit the bill. The “Natural Goodness” campaign features the tagline “Natural Goodness. Brought to you by your local egg farmers.” The multiplatform campaign covering English and French Canada includes TV, online, print and in-store components. The TV spot launched on Monday, and online will launch early next month; spots will run until June. The latter two elements will launch later this year. At the core of the campaign is a 30-second TV spot that boasts the nutritional value of eggs as a source of protein and nutrients. The spot features Canadian egg farmer Laurent Souligny. He speaks of how while the world has advanced with new inventions since his family began farming eggs decades ago, his straightforward offering hasn’t changed. Eggs “have always been naturally good just the way they are,” he says in the voiceover. “The campaign… reminds consumers that they can trust the goodness and purity of Canadian eggs,” said EFC director of marketing and nutrition Bonnie Cohen, in a release. According to consumer research developed earlier this year by Open Door Insights, consumers say the number-one reason they are driven to eat more eggs is because they’re good, healthy, nutritious and a good source of protein. EFC kept with the natural theme recently when it entered a partnership with lifestyle and décor expert Andrea Ford leading up to Easter. Ford provided tips for decorating eggs using items people would already have in their homes, such as berries and coffee. This article was first published in Marketing Magazine. http://youtu.be/QTXYksnX54M