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Public Affairs
Report
2017 Annual Meeting
Bill Mitchell
Public Affairs 2016 Overview
• Who Made Your Eggs Today?
• Recipes and Promotions
• Sponsorship
• Digital
• Foodservice
• Government relations
Who Made
Your Eggs Today?
Year 7
2016 Campaign Approach…
• New campaign creative
featuring four egg
farming families
– Hayes
– Heyink
– Mainville
– Veldman
• Two ad flights
– April and August
• Creative – subtle
black & white style
with visual ties to
our web properties
• Two families in April and two more in August
• Significant transit buy
• 2,500 TTC interiors
• 500 GO Trains
• 900 buses across Ontario
Transit Ads
3,900 bus, train and subway
Horizon magazine in Toronto
(quarterly)
Continued in-store presence
WMYET hits the road
• WMYET? graphics for Marcel Laviolette’s
two new trucks
• Offer available to all Ontario graders
Recipes and Promotions
12 new recipes
produced for 2016
including 2 spice cards
Printed 76,000 copies of
brochure featuring three
breakfast recipes as
giveaways for events
New brochure in English and
French to talk to consumers
about hen care
World Egg Month
• Celebrated across
Ontario in October
• Frittatas 101
How to Guide
• In-store demos
with Loblaws RDs
• Registered Dietitian Carol Harrison made
four TV appearances
Fairs, exhibits and events
• During 2016, EFO promoted eggs at 55
fairs, exhibits and events
• Distributed 200,000 recipes plus educational
materials and other resources
• Presenting sponsor of Road to the Royal
Chef Competition
• Demonstration Kitchen Program at six fairs
and the International Plowing Match
Sponsorship
• The Zone Sponsorship Fund provided
$15,000 directly to each zone
• Sponsorship of Ontario Student Nutrition
Programs Network
• $250,000 worth of eggs donated to
Food Bank Donation Program and other
donations made locally
Sponsorships
• Partnered with Curling Canada for
Rocks and Rings introducing curling in
elementary schools across the country
• Sponsored the Ontario Summer Games
for provincial-level atheletes aged 12-18
Sponsorships • Ottawa Senators partnership continued
- Official Breakfast Protein of team
- Jumbotron and other digital ads
Get Cracking
Ice Crew
Sponsorship
• Zone 10 egg farmer Valerie Grenier on
Alpine Canada team – FPOQ partnership
Sponsorship
Official Breakfast Protein Presenting Sponsor
2016 Canadian Men's and Women's Junior Curling Championships
Digital
• 2016 saw amalgamation of all properties
under getcracking.ca domain
– Improve user engagement and search engine
performance
• New recipe platform launched
– Consumers can create personal accounts,
create meal plans and shopping lists
Social Media
• January introduction of content calendar to
co-ordinate across all EFO platforms
• Full-time staff member dedicated to social
media added in May
• Increased engagement across platforms
Foodservice
• Program delivered by two contract staff
• 60 customized promotions
• Participated in Restaurants Canada show
• Focus on letting consumers know they are
getting local Ontario eggs
Foodservice
• 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
Tim Horton’s promotion ran in 3,800 locations across Canada In-store print creative and Tim’s TV ran for 10 weeks
Government Relations
• EFO’s Directors, GM and staff attended a
variety of political events
• The 17th Annual MPP Omelette Breakfast
was held on Sept. 27th at Queen’s Park
• EFO took part in Foodland Ontario’s
Queen’s Park Farmers’ Market in June
Looking ahead
• Production with 4 new families for 2018
• Two ad flights – April and August
• Refurbished trailers in service
• Developing a long-term nutrition strategy
• Complete and launch Choice initiative
• Much, much more…….
• Another Tim Horton’s promotion using the
Get Cracking logo and the “Made with
100% Canadian eggs” tagline
In market now with a clean sweep
• Sponsor of Gold Medal Winning
Team Homan at the World Women’s
Curling Championships in China
Thanks!
Questions?
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