Egg Farmers of Ontario. Public Affairs Report

Transcription

1 Egg Farmers of Ontario Public Affairs Report

2 EFO operates a broad range of programs in its marketing efforts Mass media advertising Print campaigns Online Foodservice Consumer outreach and education Government and media relations 2

3 Who Made Your Eggs Today? Year 6

4 2015 Campaign Approach Continued focus on farm families Messaging driven by research focused on Fresh, Local, Feed and egg farmers

5 2015 Advertising program Continued with four egg farm families from across Ontario Advertised on billboards and transit Featured farmers have pages on EFO s website

6 The farm families appeared on 350 billboards across Ontario for four weeks Significant transit buy 3,800 ads in trains, buses and bus shelters

7 Billboards

8 Transit Ads 3,800 bus, train and subway

9 Horizon magazine in Toronto - quarterly

10 Continued in-store presence

11 World Egg Month During October, egg farmers celebrated World Egg Month (WEM) across the province Cookbook author and TV personality Mairlyn Smith hosted a series of on the street videos released on Facebook and Twitter

12 Other WEM activities included Cooking with Kids workshops with Registered Dietitian Carol Harrison Loblaws in-store dietitian program featured eggs at more than 60 Ontario stores Zone 4 egg farmer Chris Mullet Koop and son made crepes on CTV News Kitchener

13 Website Restructuring in 2015

14 Website Restructuring New digital agency hired in the fall of 2014 Repositioned getcracking.ca consumer site Eggfarmersofontario.ca as our farmer site Launched August 2015 Focus on improving on-site user experience and performance measures

15 EFO 50 th Anniversary Annual Meeting Celebrations Celebrating 50 years of EFO won best Special Publication category at the 2015 CAMA awards held in Winnipeg 50 th Annual Report won the annual report category

16 Fairs, exhibits and events During 2015, EFO promoted eggs at 60 fairs, exhibits and events We handed out 200,000 recipes plus educational materials

17 Sponsorship The Zone Sponsorship Fund provided $15,000 directly to each zone Designed to provide local sponsorship of healthy activities while promoting eggs

18 Sponsorship Toronto s first breakfast food truck The Egg Man Inc. Zone 9 egg farmer Stephanie Nanne featured on one side of truck

19 Sponsorship Partnership with Ottawa Senators Eggs are Official Breakfast Protein of the team Includes advertising on the Jumbotron, digital ads throughout the Canadian Tire Centre Get Cracking on jackets and shovels of The Ice Crew Egg recipe hockey cards at pre-season events and local egg farmers took part in the Hometown Tour

20 Sponsorship EFO joined as a sponsor for Zone 10 egg farmer Valerie Grenier on Alpine Canada team in partnership with FPOQ

21 Literature and promotion During 2015, EFO created Grade A Goodness brochure, printing 50,000 copies Over 42,000 spice cards were printed for Ontario with an additional 33,500 cards created for other provincial boards

22 Foodservice Program delivered by two contract staff More than 75 foodservice operators contacted through personal visits 58 customized promotions Focus on letting consumers know they are getting local Ontario eggs

23 Foodservice New online portal for program Egg Chef Password-protected site for operators to place orders of customized menu and point-of-sale material for direct shipment

24 Government Relations EFO s Directors, GM and staff attended a variety of political events The 17th Annual MPP Omelette Breakfast was held on Oct. 1 at Queen s Park EFO took part in Foodland Ontario s Queen s Park Farmers Market in June

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26 Looking ahead New campaign creative 3 new families Two ad flights April and August Creative subtle black & white style with visual ties to our web properties Canadian Junior Curling championships Much, much more.

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