Situation:

Activists had created a perception of mistreatment within the egg industry, leaving many consumers suspicious and uninformed. The true nature of the industry was largely unknown—people didn’t realize that the eggs came from 500 family-owned farms.

Solution:

We decided to humanize the industry by connecting Ontario’s egg farmers with consumers through authentic, farmer-generated content. By showcasing real farmers via selfies and personal stories, we created a relatable, social media-driven campaign that put a face to the product and reinforced transparency.

Deliverables:

Branding / Campaign / Web site / OOH / Video / Social / Virtual Trade Show

We connected with Canadians by letting farmers speak for themselves.

We shared real farmers real lives.