Egg Farmers of Canada (EFC) provide fresh egg industry news, all the time. Especially with the launch of their brand new website, which leverages their blog posts and brings their latest content to the forefront.
As part of our ongoing work with EFC, we developed a bilingual, multimedia campaign to raise their profile as an agriculture leader and promote eggfarmers.ca as the go-to source for news and information from Canada’s egg farmers.
With the campaign’s creative, we are promoting EFC’s content that tackles a range of topics linked to the Canadian egg industry, such as sustainability, animal care, food safety, community, innovation, economics, and nutrition. We used a mix of paid content (print ads, banner ads, webpage takeovers, and social media ads) as well as organic content on social media to promote their blogs and drive users to eggfarmers.ca.
Our media approach was to target key influencer groups in food service, retail and processing, and politics by appearing in the places they look to for information. This includes social media and key political print and digital publications (e.g., iPolitics and Hill Times), national online news outlets (e.g., Globe and Mail, Huffington Post, CBC, CTV, and The National Post), food media and industry publications (e.g., Canadian Grocer, Canadian Restaurant and Foodservice News), and agriculture publications.
Aside from promoting their blog content, we also wanted to reinforce and maintain ongoing communications with the target audiences by asking them to subscribe to EFC’s mailing list.
— Egg Farmers (@eggsoeufs) October 21, 2016