Agency to help cultivate greater trust in the industry and its farmers
VANCOUVER, April 17, 2012 /CNW/ - The British Columbia Egg Marketing Board (BCEMB) has named DDB Canada its agency of record (AOR). DDB Canada's Vancouver office starts work immediately developing a mass communications strategy to help members of British Columbia's egg farming industry build a stronger connection with consumers; educate consumers about eggs, increase their level of engagement with the product, facilitate their ability to make informed purchase decisions; and generate awareness and trial of compelling product innovations.
"Throughout the pitch, we discovered many surprising and interesting facts about eggs, and our research confirmed many misperceptions and a general lack of understanding of eggs in the marketplace," says Lance Saunders, EVP managing director, DDB Canada. "People crave connections with their food and with the people who produce it. We believe there is a great opportunity to share what we learned to educate consumers and help them build stronger connections to BC's hard-working egg farmers."
DDB Canada was named AOR after a thorough and competitive pitch process involving four shortlisted agencies. OMD Canada's Vancouver office was named media AOR responsible for all media buying and placement. Together the agencies will work closely with the BCEMB and their digital and storytelling partners to build greater trust in the BC egg farming industry.
"We have not had an active marketing initiative in BC for close to two years, consequently partnering with a strategic, creative agency was imperative. DDB Canada demonstrated a deep knowledge of our business and has a proven track record in building trust behind brands," says Al Sakalauskas, executive director, BCEMB. "We were impressed by their holistic view of the variables impacting our market, and we look forward to building a long-term relationship with them."
BCEMB's first campaign developed by DDB Canada is expected to launch in the fall of 2012.
About the British Columbia Egg Marketing Board
The British Columbia Egg Marketing Board (BCEMB) is a non-profit organization authorized through provincial and federal legislation to oversee and manage the production, grading, packing, marketing and transportation of all regulated eggs in British Columbia. Established in 1967 under a supply management system BCEMB matches egg supply with market demand, resulting in stable egg prices for consumers and a structure operating without government subsidy. The BCEMB represents approximately 132 regulated egg farmers in the province. Regulated egg farmers and allied partners work together to ensure that the choice of eggs reaching the public is of the highest quality and affordable for all household budgets. For more information, visit http://www.bcegg.com
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Canada (direct), Radar DDB (social media marketing), DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).
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