Egg Farmers of Ontario begins awareness campaign
The Toronto-based Egg Farmers of Ontario has begun a public awareness campaign intended to educate consumers about the energy benefits of eggs. The initiative consists of a contest called “Eggstra Energy Moms” which will search for twelve Ontario mothers who use eggs for energy. The winners will receive a weekend spa package and trip to Toronto to participate in an “Energy Roundtable” with health and wellness experts in July. The contest is being supported with print ads, a website, word-of-mouth marketing, media relations and promotions. “Since eggs are an excellent source of protein which provides lasting energy, the Eggstra Energy Moms contest is a natural fit for us to promote the energy benefits of eggs and celebrate moms’ stamina at the same time,” said Janet Hueglin Hartwick, public affairs manager for the organization. “This is just the beginning of opening a dialogue with Ontario moms. The winning moms will go on to become Energy Advisors to the Egg Farmers of Ontario and will play an important role in our ongoing communications with moms throughout the year.” Axmith McIntyre Wicht developed the creative, media plan and website GetCracking.ca. Cowan & Company Communications is handling public relations, promotions and contest management.