of Canada aimed to sell eggs to wholesalers by pointing out the benefits that are unique to eggs. • Low cost and high profit potential. • Little fluctuation in cost. • Easy and quick to prepare. • Safe and dependable supply. • Consistent quality.


Branding and enrichments Across the world, McIntosh found a range of brands that


promoted eggs as healthy and convenient foods. Many com- panies now offer enriched products with vitamins or nutri- ents like selenium added. Danish egg brand Danaeg, for ex- ample, markets Omega 3-enriched eggs and a liquid egg alternative based around fitness. Other products include Columbia’s Super Reyecitos brand, aimed at “strengthening the brain” during school years – enriched with Vitamin B9, selenium and omega 3. Japanese egg packer Akita offers a brand named Vita Gold – a multi-vitamin enriched pack with nine added vitamins


Top targets for egg consumption


Across the world different egg bodies used profiling to find consumers that don’t consume eggs regularly and targeted them with campaigns. • Canada found that women over the age of 25 had a low egg consump- tion rate during the week, with work and family pressures cutting time in the mornings for cooking. Egg Farmers of Canada targeted this group with a campaign suggesting


that weekday egg consumption took “little prep with a big payoff”.


•


The American Egg Board partnered with Disney to align eggs with the new movie Incredibles 2 in 2018, launching the campaign over the summer when consumption is typi- cally lower.


• Columbia has grown egg consump- tion by an astonishing 45% over the past 15 years. Fenavi, the


government organisation responsi- ble for the egg industry, collects a 7.75% levy on every chick and spends most of that money on mass media campaigns. It has also per- suaded the Columbian Family Wel- fare Institute of the value of eggs, resulting in about four million chil- dren in that organisation’s care be- tween the ages of two and four now offered an egg every day.


▶ POULTRY WORLD | No. 3, 2020 7


Egg marketing is never easy and takes time and money. On the positive side, there is a compelling story to tell, especially in niche production.


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