Egg Farmers of Ontario (EFO) has won three 'Best of CAMA' awards and two 'Certificates of Merit' for its "Who Made Your Eggs Today?" campaign.
The awards were announced during the Canadian Agri-Marketing Association banquet recently at Banff Alberta.
In February the ads won two Golden Arc awards at the Agricultural Relations Council meeting in Florida.
"The response to our 'Who Made Your Eggs Today?' campaign has been tremendous," said egg board chair Carolynne Griffith. "We are honoured to be recognized for a campaign that we are so proud of."
The ads feature egg producers, but never show hens or the inside of their barns.EFO won for its radio ad series, billboards and transit ads while receiving the 'Certificate of Merit' for video and integrated marketing campaign.
At the centre of the multimedia campaign is the web site www.eggfarmersofontario.ca to help Ontario consumers get to know their local egg farmers. The campaign was inspired by consumer research showing that Ontario consumers are curious about the egg farmers who produce one of Ontario's favourite foods.
"I would like to thank our staff and agency partners for their hard work, passion and insight," said egg board general manager Harry Pelissero. "And of course none of this would have been possible without the egg farm families who so graciously agreed to be our spokespeople. Their stories are what make this campaign a success."
Caging hens is a hot-button issue that the ad campaign sidesteps. At the egg board’s annual meeting, staff told farmers that upcoming ad campaigns will gradually introduce hens and eventually will show caged hens. The aim is to win public support for egg farmers and gradually introduce them to the way they manage their flocks.Egg Farmers of Ontario has about members who own egg and pullet quota. They practice supply management to achieve highly-profitable prices just low enough to keep imports out of the market. Imports face a tariff of 168 per cent.
