Cracking the diversity code: Egg Farmers of Canada
Tuesday, March 3, 2020
10:45 AM - 11:15 AM
It’s time to go beyond translating mainstream campaigns, and start baking diversity into your content marketing strategy. When Egg Farmers of Canada explored the through-line of experiences that people share through the lens of boosting sales – it was evident that ethnicity matters. The barriers to egg consumption for South Asians and Chinese consumers were different. In this session, learn how Egg Farmers created a unique content strategy to resonate with these communities - resulting in an 18% increase in sales and a major behavioural shift towards egg consumption.
Director, Marketing and Nutrition
Egg Farmers of Canada
SVP Experience Design
Cossette Communication Inc