NZ Campaign Takes World’s Top Egg Marketing Award
For immediate release
October 13 2003
Cracks “The Golden Egg”
NZ Campaign Takes World’s Top Egg Marketing Award
Eggs Incorporated NZ scrambled the efforts of thirty nine competing countries when it took the top award at the 2003 Annual International Egg Commission (IEC) Conference -held in Chile - earlier this month.
The prestigious Golden Egg Award was presented to Peter High, Executive Officer of Eggs Inc., for NZ’s ‘Egg A Day – OK’ generic campaign.
Says Peter High: “This is a massive coup for New Zealand. This award is presented to the IEC country considered by the IEC’s Marketing Committee to have contributed most to improved egg marketing techniques, publicity, sales and promotion in their respective country. This shows that our Egg a Day campaign really is world class.”
Highlights from the campaign include: the use of the Egg a Day Balloon at high profile events around the country, sponsorship of the Life Education Trust, tactical use of billboards, development of the Eggs Inc website (www.eggs.org.nz), donations of eggs to various cooking events such as the Savour New Zealand Masterclass, being a major sponsor of and Official Protein Supplier to New Zealand's Commonwealth Games Team, and support of the New Zealand Guild of Food Writers, to name but a few.
“Over the last few years Eggs Inc. has made huge headway with its strategy to reverse negative perceptions and debunk the urban myth of limiting your egg intake to two a week,” says Mr High.
“Eggs Inc.’s campaign, ’An Egg A Day - OK’, has increased egg consumption across all categories in New Zealand, and eggs are regaining their rightful place on breakfast, lunch and dinner menus.” *(Source - AC Nielsen Panorama, July 2003.)
“We are in fact one of the few countries in the world with an increase in egg consumption!”
Recent AC Nielsen research supports Mr High’s claim that Kiwi consumers have realised that eggs are nutrition in a shell - high in food value, low in cost, and safe and delicious to eat.
“International scientific research has repeatedly shown that moderate egg consumption-up to one a day-does not increase heart disease risk in healthy individuals. An egg a day is indeed ok,” he says.
Winning the coveted Golden Egg Award brings global awareness to promotional programmes considered by the international egg community to be the best in the world.
* Latest research by AC Nielsen Panorama (July 2003) reveals a significant shift in attitudes of household shoppers who purchase eggs. Half of the 12,000 household shoppers surveyed are now moderate egg users eating one to one and a half dozen per week; 25% are now heavy users – more than one and a half dozen per week (this category has grown by more than 22.8% in 12 months); and light users have experienced a 6% growth in that category. The total volume of eggs consumed in New Zealand increased from 26.518 million eggs in 2002 to 27.366 million eggs in 2003.
ISSUED ON BEHALF OF EGGS INCORPORATED BY PUBLICIS DRUM
About Eggs Incorporated
Eggs Inc. works on behalf of New Zealand's many egg producers to promote the benefits of eggs, encourage positive awareness, and increase consumption.
About the IEC
The International Egg Commission (IEC) is the only organisation that globally represents the interests of producers of eggs and egg products around the world. Country members represented at the Commission make up the majority of egg producing/trading countries. Membership is divided into 4 main categories, Country, Packer, Subscriber and Egg Processors.
IEC is a wealth of information and expertise among the
leaders of international opinion who are brought together in
its working committees.
The IEC is unique and within its uniqueness is an ability and willingness to share knowledge and experiences. This is evidenced by the conferences and publications. Topics and solutions are sought on issues such as Animal Welfare, Environment, Trade, Quality Standardization of shell egg and egg products, Food safety, Cholesterol, Nutrition, and much more.
In the field of promotion and marketing, the IEC encourages the continuous exchange of ideas with testimony through its annual International Egg Marketing Award.
The IEC is able to have a strong influence upon national and international decisions through its membership, its publications, and liaison with other international organizations.
Above all, IEC is people. People sharing ideas and aspirations. People sharing problems and experiences. People working together for the common good of their industry.
Member countries include: ALGERIA ARGENTINA AUSTRALIA AUSTRIA BARBADOS BELGIUM CANADA CHILE CHINA COLOMBIA COSTA RICA DENMARK ESTONIA FINLAND FRANCE GERMANY GUATEMALA HUNGARY ICELAND INDIA IRAN JAPAN KAZAKHSTAN KOREA (South) LEBANON MAURITIUS MEXICO NETHERLANDS NEW ZEALAND NORWAY PANAMA PHILIPPINES RUSSIA SLOVAKIA SOUTH AFRICA SPAIN SWEDEN SWITZERLAND UNITED KINGDOM UNITED STATES