The British Columbia Egg Marketing Board has retained DDB Canada of Vancouver as its agency of record. The agency will develop a mass communications strategy intended to help BC egg farmers form stronger connections with consumers, to educate consumers about eggs, to increase consumer engagement with the product, and to generate awareness and trial of the product. DDB won the account in a competitive pitch process involving four shortlisted agencies. OMD Canada of Vancouver has also been hired as media agency of record, responsible for media buying and placement. A new campaign for the board is expected to begin in the fall. "We have not had an active marketing initiative in BC for close to two years," said Al Sakalauskas, executive director of the board. "Consequently, partnering with a strategic, creative agency was imperative. DDB Canada demonstrated a deep knowledge of our business and has a proven track record in building trust behind brands. We were impressed by their holistic view of the variables impacting our market, and we look forward to building a long-term relationship with them." The British Columbia Egg Marketing Board is a non-profit organization that represents 132 egg farmers in the province.