Egg, egg - what a great figure

Food A comprehensive sales promotion campaign aims to position the Swiss egg as a summer foodstuff For the first time since the Association of Swiss Egg Producers has been actively advertising, Gallo-Suisse is advertising anti-cyclically. Previous campaigns have always focused on the two most important sales periods of Easter and Christmas, when over 13 million eggs are sold each week. As demand for domestic eggs falls by around 15 percent during the summer months, it made sense to draw consumers' attention to one of the most vitamin-rich and lowest-calorie foods at this time of year. "Our main goals are to increase the market share from 75 to a good 80 percent and to compensate for the seasonal decline in consumption," says Alois Mettler, agricultural advisor for policy and marketing at GalloSuisse. This is a major challenge, as the proportion of domestic eggs has remained at 75 percent for several years, having risen from 62 percent in the 1990s to its current level. The summer strategy is being creatively implemented with a striking motif, a waistline formed by two eggs, and a nationwide poster, advertising and cinema campaign. "The focus is on a recipe competition with Swiss eggs," explains CD Rémy Giger from the Zurich agency of the same name. Ultimately, GalloSuisse wants to get egg consumption rolling with light, summery dishes.
Rich in vitamins and low in calories: Swiss eggs are good for the body.

Luca Aloisi