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Vitala Foods promotes Vita D Sunshine Egg in Vancouver

Vitala Foods of Abbotsford, BC has begun a launch campaign for a new product called the Vita D Sunshine Egg. The campaign, developed by Partners & Hawes and Village&Co. of Vancouver, promotes the high vitamin D content of the egg. During the initiative, the agency is monitoring Twitter for the hashtag #likesunshine to find messages from Vancouver residents unhappy with the weather conditions. Promotional workers then travel to their location in a branded food truck to deliver breakfast burritos and product samples. "The Vita D Sunshine Egg and its health benefits combined with typical Vancouver autumn weather created the perfect storm for the launch of this product," said Village&Co. creative director Justin Young. "We leveraged the existing behaviour of people complaining about poor weather on Twitter by responding and delivering sunshine breakfast burritos right to their door with the hope of brightening their day. By engaging with the local community, we allowed the conversations to quite literally steer the direction of both the truck and the campaign." Other participating agencies include branding firm Bill Baker & Co., public relations firm Tanis Sullivan Communications and digital agency Pound & Grain.

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