EGG MARKETERS CRACK NEW CAMPAIGN
By Adnews Staff
The Canadian Egg Marketing Agency is highlighting the simplicity of eggs in its new $4 million television advertising campaign. Three 30-second television commercials introduce the new tagline "So Simple. So Good." The spots are the first from CEMA's new agency PNMD Communication of Montreal. PNMD won the account last fall. "The ads are very much based on today's lifestyles," Sylvie Chapron, marketing manager for the Canadian Egg Marketing Agency said. The campaign tries to portray eggs as a meal solution, she said. In one spot a couple prepares dinner. While the women cuts vegetables, the man puts a pot of water on the stove and adds some eggs. He watches, but nothing happens. The wife passes behind him to turn the burner on. The spot ends with a shot of a garden salad with eggs. In another spot a man returns home from work. His wife and daughter sit in front of the television. After looking in the refrigerator, the man asks his wife "Honey, how do you make a mushroom omelet again?" The wife responds: "You take some eggs...then some mushrooms." The spot ends with a shot a of a mushroom omelet and a glass of wine. The campaign will run until May. A second run is planned for September through December. Media planning was handled by HYPN of Toronto.