International Egg Commission

Inspirational Ideas from World Egg Day 2005

World Egg Day 2005 was a truly international event and here are some ideas to inspire you to start making plans to make the most of this great opportunity to promote eggs:

ARGENTINA

Super Huevo Promotion

Camara Argentina de Productores Avicolas organised a highly successful media and retail promotional campaign formulated in response to recent consumer research that found consumers felt eggs had no identity - a face-less commodity. To create a personality that consumers could relate to, an egg-shaped Super Man character called Super Huevo was developed into an eye-catching egg package label, listing all the health benefits of eggs for different age groups. Special promotional packs of eggs featuring Super Huevo were sent to 150 radio stations and 40 television stations for World Egg Day. The specially branded egg packs were sold through all the major super markets raising the profile of eggs in consumer’s minds.

HUNGARY

Egg Festival, Siofok, Lake Balaton

For the 3rd year running Hungary put on a festival that attracted thousands of visitors and created a new world record for the largest ‘Egg Gulyas’ ever cooked. The event forms a major cultural, tourist and egg industry event combining music, dancing, egg related stalls and cooking demonstrations. Industry speakers from Hungary, Slovakia, Austria and Germany presented a series of papers on a range of industry issues during the World Egg Day Symposium where IEC Chairman Willi Kallhammer discussed the role of the IEC in today’s egg industry.

AUSTRALIA

Egg Ambassador Launched

The Australian Egg Corporation launched its very own Egg Ambassador to celebrate World Egg Day. Geoff Jansz, a famous chef on Australian TV featured a special episode about eggs on his ‘Fresh’ TV show. On World Egg Day, media releases went out to food media across Australia featuring Geoff's ‘easy-egg’ recipes and egg breakfast vouchers were sent to the 20 most influential Sydney journalists. The Salvation Army Street Level Food market was also launched. Geoff is currently creating more innovative egg recipes to be promoted via media and AECL.

COLOMBIA

Egg Animation

Jorge Garcia Onoro is an artist/animator working with eggs. He is famous for painting miniature paintings on eggs and producing animated films featuring characters made from eggs who sing and dance. His egg inspired films were featured on Caracol, RCN and City TV news channels on World Egg Day adding a creative dimension to the possibilities
for presenting the eggs in a fun way. Jorge was supplied with the hundreds of eggs he needs aided by local egg suppliers, including Huevos Oro, Rico Huevo, Huevos la Sabana, Aconalhuevos Asociacion
de Comercializadores del Huevo, Marta Margarita Quintero Huevos & la Sabana to name a few.

SPAIN

Institute for the Study of Eggs Awards Event, Madrid

An awards evening was held at the Ritz Hotel in Madrid to present this year’s prizes for outstanding projects in scientific research and commercial & cultural fields involving eggs. The evening, hosted by the Institute for the Study of Eggs, Inprovo & Asephru (Inter-professional Egg & Egg Products Association and Spanish Association of Egg Producers), was attended by experts from a range of scientific fields, civil servants, egg industry professionals and the IEC’ s Katie Sandoval. Manuel Jimenez, President of the Institute for the Study of Eggs presented the awards to a research team from the Hospital Universitario Germans Trias i Pujol who are researching the benefits of eggs on colitis. The commercial award went to an innovative chain of restaurants called ‘Eggsmile’ developed following research which concluded that 80% of Spaniards think about eating eggs when they are hungry. The chain specialises in contemporary mediterranean food meeting today’s consumer trends.

UK

British Egg Week

The British Egg Information Council launched a campaign during British Egg Month to get kids cooking and eating healthy food. Students from the London College of Fashion were set a project to look at ways of
modernising the image of eggs. New imagery created by the students is being used to promote eggs to teenagers via postcards distributed in student venues through out the UK. In schools ‘OmeletteXpress’ Bars manned by chefs are promoting healthy eating and inspiring children to learn to cook whilst Cub Scouts are being be encouraged to develop cooking skills by a ‘reci-text’ service directly to their mobile phones.

NEW ZEALAND

Egg Balloon attempts Mt Cook

Eggs Inc NZ has found an innovative promotion strategy for the ‘An Egg A Day Is Now OK’message by teaming up with Rick Walczak one of the most high profile balloonists in New Zealand. Rick’s extreme balloon stunts are constantly hitting headlines in New Zealand’s top daily papers and news programmes and consequently the special ‘egg balloon’ has been highly successful in communicating the egg message. The balloon took to the sky on a tour around New Zealand on March 9th 2000. Since then, the egg balloon has enthralled and captivated thousands upon thousands of spectators with 366 flights, travelling nearly 2000kms . The most recent attempt to fly over Mt Cook generated coverage on CNN, Sky TV News, TV1 News, TV3 News, Goodmorning, Otago Daily Times, Dominion Post, The Christchurch Press, NZ Herald website and regional papers – valued at $700,000. This balloon is now available to any country or company interested using it for egg promotion.

MEXICO

Eggs & Health Promotion

In Mexico The Egg Institute (Instituto del Huevo) launched a series of press releases designed to educate and encourage consumers to eat more eggs. Key messages communicated included the role of eggs
in preventing eye disease and the importance of eating eggs for different age groups and particularly for those at risk of malnutrition. The key messages were that eggs are a healthy food that is good to
eat every day and that does notcontribute to cardiovascular diseases. Mexicans are the largest consumers of fresh eggs in the world eating 21.7 kg per person every year.

USA

Eggs Benedict Promotion

To celebrate World Egg Day, the American Egg Board developed a special merchandising campaign focusing on 'Eggs Benedict' showing the versatility of the dish and how it can be transformed into different international and American versions. Campaign materials were provided to all the US state and regional organizations, which distributed the releases to the local newspapers and magazines. As a result, hundreds of newspapers and publications nationwide featured eggs celebrating World Egg Day.

ZAMBIA

Newspaper & Retail Promotion

A member of the Poultry Association of Zambia, Dr Anthony Chako organised a special newspaper supplement that was carried by one of the National Newspapers in Zambia, ‘THE POST’, on the 14th October. This was sponsored by the Poultry Association of Zambia. It included an article on the nutritional and health benefits of eggs. Zambian industry stake holders, poultry breeders and poultry feed manufactures contributed to this publication by advertising. They have also introduced a series of posters with messages such as ‘Eggs. So Good. Anytime’, “Eggs.. Nature’s Original Functional Food’; ‘If it’s not Eggs… It’s not Breakfast’; ‘ Eggs: ‘Delicious Nutritious Affordable’, that are displayed in the supermarket egg section.