CBS will soon target consumers with a new campaign at a time when they’re apt to pay attention most—when they’re preparing their meals.
Starting in September, the network is rolling out a new ad campaign branding millions of fresh eggs with the CBS eye trademark and show logos and taglines. Some of the slogans CBS has on the table include “Scramble to Win on CBS” promoting The Amazing Race, “Crack the Case on CBS” for CSI and “Shelling Out Laughs” for its Monday night comedy show lineup.
“It’s a great way to reach people in an unexpected form,” George Schweitzer, president of the CBS marketing group, told The New York Times.
This fall, the network will use the technology by EggFusion to imprint 35 millions eggs touting CBS programming and its logo. So far, the CBS ad campaign will appear on America’s Choice Conventional eggs in 275 A&P stores in the Northeast, said CEO Shaun M. Emerson. EggFusion is negotiating with other grocers. The company expects to have national distribution by year-end, Emerson said.
CBS is the first advertiser to use egg-etching technology. The network secured a deal with EggFusion, a Deerfield, IL-based company, which developed an etching technology to laser eggs with freshness dates. The company later branched out to offer laser-etch promotions on eggs.
CBS will have an audience. About 90% of consumers open a carton of eggs in grocery stores to check for broken or cracked eggs. “We saw that as a way of getting our message across,” Emerson said.
“[CBS] believes in fresh programming and fresh messaging,” he added. “We are very focused on giving consumers information about fresh products. “We think they are a natural sponsor for us.”
EggFusion, founded by Bradley Parker in 2001, is in talks with other potential sponsors and retailers, Emerson said. As the medium gains momentum, the company has high hopes that its technology will eventually emerge as a source for “introducing coupon deals for consumers, sweepstakes and things that are value-added to continue the basic theme of our company,” he said.
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