Egg Farmers of Canada
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The Challenge

Help EFC build trust and appreciation for supply management and the benefits of eggs through Earned Media, Influencer Engagement, Crisis Management, Experiential Events. For the third year in a row the Egg Farmers of Canada wanted to surprise Canadians with the natural goodness of eggs. Citizen was tasked with creating an event to show consumers across the country that eggs are the perfect food to brighten their mornings and can be easily incorporated into their breakfast routines.

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.

The Idea

With May being the ‘official’ start to spring, it was only fitting we kicked off the farmers market season, with the ‘Wake Up To Yellow Egg Farmers’ Market’. Throughout the spring months the farmers market popped-up in two major cities (Winnipeg and Saskatoon) with local Egg Farmers on-site handing out complimentary warm egg breakfast treats and potted yellow flowers. Ambassadors were positioned at the other tents handing out egg-themed kitchen utensils and informational flyers. 

To generate excitement and awareness, PR developed and distributed media advisories and coordinated an influencer program in each market.

Not only did consumers receive a delicious breakfast treat, they were able to have one-on-one conversations with their own local farmers. Keep a look out for the ‘Wake Up To Yellow Egg Farmers’ Market’ this upcoming 2019 spring!

A Break from the Norm and a New Reality