The insight - Canadians inherently trust farmers and therefore the best way to engage consumers and drive our message was through the development of an experience putting farmers at the forefront of the consumer interaction.
As winter faded away, we celebrated spring by kicking off the farmers market season, with the ‘Wake Up To Yellow Egg Farmers’ Market’. Throughout May and June, the farmers market popped-up in major cities across Canada (Vancouver, Calgary, Saskatoon, Winnipeg, Toronto, Montreal, Halifax) with local Egg Farmers on-site handing out complimentary warm egg breakfast sandwiches and potted yellow flowers. Brand Ambassadors were positioned at the other tents handing out egg-themed kitchen utensils and informational flyers driving further education.
To generate excitement and awareness, the Citizen PR team developed and executed a media tour, distributed media advisories and coordinated an influencer program in each market.
Consumers don’t always have the ability to speak directly with their local farmers and the strategy of having these farmers onsite at this activation landed the important educational component of the program. Paired with the fresh egg breakfast sandwiches and vibrant yellow flowers, consumers’ mornings were brightened by Egg Farmers of Canada.