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BC Egg Marketing Board begins Eggonomics campaign
The BC Egg Marketing Board has begun a campaign called "Eggonomics" in that province. The initiative is intended to educate consumers about the economic impact on Canadian producers of cross-border egg shopping. The campaign was developed by DDB Canada of Vancouver, along with its its Tribal DDB Vancouver and DDB PublicRelations divisions. The effort includes a website at <http://www.eggonomics.ca> that offers information about the amount of money spent by Canadian shoppers on US-produced eggs. In addition, a street display has been installed in Vancouver consisting of a full-sized replica of a fire truck constructed of egg cartons. The installation will remain in place until Sept. 20. Other campaign elements include online advertising and media relations. "Cross-border egg shopping costs BC an estimated $3 million, which is enough to buy the province four new fire trucks," said Cosmo Campbell, creative director at DDB Canada. "Eggonomics looks at the impact of everyday decisions and aims to put the consequences of cross-border egg shopping into perspective. The egg carton fire truck acts as a visual symbol of the hidden costs of choosing US eggs over BC eggs." The BC Egg Marketing Board represents approximately 130 egg farms.