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?