2020 Winner

CASE SUMMARY

Challenges and Goals
The Egg Farmers of Canada are in the business of, well, eggs. For business to grow, Canadians need to eat more eggs. There are lots of reasons why business should be growing: eggs are a great source of healthy protein, they are versatile with countless tasty recipes and are quick and easy to prepare. Eggs are amazing.

Except for the fact that many only think of them as breakfast food. To increase egg consumption, the Egg Farmers had to shift Canadians’ attitudes and make them much more open to considering eggs for lunch and dinner.

Insights and Strategy
Canadians have grown up, for generations now, thinking of eggs at breakfast, and only at breakfast. It’s only been in the past few years that major restaurant chains like McDonald’s and Tim Hortons have made their egg sandwiches available all day – and even then it’s marketed as “All-Day Breakfast.”

There are few significant barriers to egg consumption in Canada (besides allergies). They’re perceived as healthy, tasty, versatile and “on-point” with just about every current food and dietary trend. The only real barrier is our unwillingness to consider eating them beyond just breakfast. So the organization tackled this barrier head-on, pointing out how ridiculous this perception is to force people to re-evaluate when and how they think about eating eggs. So, to force people to reconsider why they think eating eggs outside of breakfast is weird, the organization juxtaposed it with things that are honestly, actually weird.

Execution
The fully integrated campaign included TV, targeted digital assets and OOH, all designed to point out that eating eggs for lunch or dinner isn’t weird, but the other thing depicted is actually weird. In the TV spot, when a brother says his sister is weird for eating eggs for lunch, she bluntly points out: “It’s not weird, you’re weird. Your girlfriend looks like Mom.”

OOH reinforced the message in high-traffic urban areas, while digital targeted people searching recipes, pushing them to rethink eggs as part of their search. All executions also featured tasty-looking egg recipes – to take eggs deliciously into lunch and dinner.

Results:
Eggs sales increased 2.3% across the country year-over-year. This equates to an incredible 1,762,862 incremental dozen eggs sold. If that doesn’t seem like a weirdly large amount of extra eggs, it’s actually “not weird.”

Credits

Title: It’s Not Weird

Agency: Cossette
Global CCO(s): Peter Ignazi, Carlos Moreno
Executive Creative Director(s): Craig McIntosh, Jaimes Zentil
Associate Creative Director/AD: Spencer Dingle
Associate Creative Director/CW: Jordan Hamer
Art Director(s): Anton Mwewa, Denver Eastman
Junior Art Director: Harshal Ghatole
Copywriter(s): Laura De Santis, Alex Bonder
Designer: Yoojung Lee
Agency Producer: Erica Metcalfe
VP, Strategy: Fernando Aloise
SVP, Strategy: Rosie Gentile
Account Coordinator: Linh Vuong
Account Director: Tyler Harris
Group Account Director: Aniesha Farrington
VP, Client Lead: Anabella Mandel
Production Manager: Dawn-Marie Mills
Senior Retoucher: Trevor Gauthier

Production House: Untitled Films
Director: Francois Lallier
Director of Photography: Francois Gamache
Line Producer: David Cranor
Executive Producer: Lexy Kavluk
Editing House: Untitled Films
Editor: Francois Lallier
Colour/Transfer/Online Facility: The Vanity
Colourist: Andrew Exworth
VFX Artist: Naveen Srivastava
Casting House: Mann Casting
Casting Director: Steven Mann
Audio House: Berkeley Inc.
Audio Engineer: Jared Kuemper
Photographer: Andrew Grinton
Food Stylist: Carol Brown

Media Agency: Cossette Media
Group Director: Michelle Johnston
Media Planner: Sonia Tan
Media Planning Manager: Marce Bylinska
Broadcast Investment Manager: Dianne Yu
Broadcast Buyer: Andrée Levesque

PR Agency: Citizen Relations
President, Canada & Global Innovation: Nick Cowling
Associate Account Director, PR: Kelly Baita
Account Manager, PR: Kimberly Riddell
Senior Account Executive(s), PR: Natalie Gardner, Jonathan Kim
Account Executive(s), PR: Meredith Sedgwick, Jaclyn Farrell
Managing Director, XM: Kevin Wagman
Associate Account Director, XM: Skylar Lawrence-LeBel
Account Manager, XM: Christina Walsh
Senior Account Executive, XM: Jackie Scrymgeour

Client: Egg Farmers of Canada
Director, Marketing and Nutrition: Sarah Caron
Marketing Officer: Emily Agar
Digital Media Coordinator: Lara Youssef