"We felt we needed to deal with the healthiness issue (of eggs) but we couldn't go right at it," says Andy Macaulay, the ad agency's director of strategic planning. Instead, the farm families talk about how the wholesomeness of eggs makes them the perfect natural food. "What more credible vehicle than the people who bring this food to our table," he says. "Viewers have said `These people aren't going to lie to us.'"
Indications are that the jump will continue -- sales were up slightly more than 8% in the last quarter.
Profiling farmers will be "a continued backdrop" over the next 18 months, the second half of a national three-year plan from the Ottawa-based Canadian Egg Marketing Agency.
Copyright May 1997, Crain Communications Inc.