BC Egg Marketing Board conducts Good Morning campaign
The BC Egg Marketing Board is conducting a campaign called "Good Morning BC" in that province. The campaign, developed by DDB Canada of Vancouver, seeks to raise awareness of the work done by small family egg farms to provide eggs to British Columbia consumers. It makes use of a 30-second television commercial following the morning routine of an egg farmer. The ad ends with an invitation to visit a website at GoodMorningBC.ca to view three online videos of BC egg farmers providing breakfast to others who begin work early in the morning. The campaign began with an event during which farmers delivered egg sandwiches to early morning workers in 30 Vancouver locations. The initiative also includes a social media-based contest that encourages consumers to submit photographs depicting their idea of a good morning. The grand prize winner will receive a catered breakfast for 20. Additional campaign elements include pre-roll, digital and point-of-sale advertising. "The documentaries highlight the unique care and passion each worker, be it a fisherman, mill worker or BC egg farmer, puts into ensuring a perfect product that they are proud of," said Cosmo Campbell, executive creative director at DDB Canada. "For many BC egg farmers, egg farming is a calling, not a job. BC eggs are special because of the people who stand behind them and this campaign intends to develop a greater connection between BC residents and these farmers."