23 May 1997

Hollywood gloss for egg marketing

EGG marketing Hollywood-style is on the way, with the next promotional campaign being tied in with the sequel to Steven Speilbergs film Jurassic Park.

The Lost World promotion, which will be launched on July 18, will promote large eggs – which are often difficult to sell – and is targeted specifically at mothers with young children. Market research has identified them as one sector of the population where egg consumption is declining fastest.

The promotion, which will feature Lost World egg boxes, will run in supermarkets, with dinosaur footsteps being used to lead shoppers to the eggs. Collector dinosaur cards and a competition to win electronic games will also feature.