2021 Winner
BronzeRadio
Egg Farmers of Canada
"EFC Multicultural
Radio Campaign"
Koo Multicultural
(a division of Cossette)
"EFC Multicultural
Radio Campaign"
Koo Multicultural
(a division of Cossette)
At a national level, the Egg Farmers of Canada has been working to position eggs as versatile superstars in every meal – not just breakfast. When it comes to Arabic cuisine, several egg-forward lunch and dinner dishes exist, but rarely are they top-of-mind.
To change that, the industry group enlisted Koo Multicultural to create a radio campaign that showcased how versatile eggs are to diverse communities. It created two “culinary shows,” one for South Asian Canadians and another targeting Arab Canadians, each demonstrating that eggs have the potential of making lunch and dinner more exciting. The South Asian execution emphasized eggs as a shared connection between immigrants’ own culture and Canadian culture, while the Arabic execution positioned eggs as an ally in every kitchen mission.
To change that, the industry group enlisted Koo Multicultural to create a radio campaign that showcased how versatile eggs are to diverse communities. It created two “culinary shows,” one for South Asian Canadians and another targeting Arab Canadians, each demonstrating that eggs have the potential of making lunch and dinner more exciting. The South Asian execution emphasized eggs as a shared connection between immigrants’ own culture and Canadian culture, while the Arabic execution positioned eggs as an ally in every kitchen mission.
Credits
Strategy: Fernando Aloise, Feraz RahmanCreative Team: Roger Attlee, Shoeb Alvi, Haider Jraidan
Account Team: Feraz Rahman