Eggs

In 1996 per capita egg consumption had declined for 17 straight years. To reverse the decline, the authors looked at the problem in an unprecedented way.
Agency: Roche Macaulay & PartnersAuthor: Not credited

Eggs

INTRODUCTION

Imagine a food product consumed by 2 year olds, 102 year olds, and virtually everyone in between. A product in 93% of fridges. A product familiar and ubiquitous, not to mention nutritious and versatile. And a product that had declined in per capita consumption for 17 straight years, taking $360 million out of the hands of Canadian retailers and farmers. The product is eggs, and in 1996, the situation was dire.

Consumption had fallen for all the wrong reasons. A perception had grown, fueled by misinformed reports via...

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