Caribbean Broilers in Aggressive Smart Eggs Push

JAMAICA - Smart Eggs maker Caribbean Broilers (CB) is offering egg breakfast dishes to Jamaicans for free as part of an aggressive promotional campaign for the brand.
calendar icon 2 September 2013
clock icon 4 minute read

Jamaica Observer reports that the campaign will also see the food company partnering with local restaurants, each of which will feature their own unique Smart Eggs menu. Kristina Kerr, director of Market Me, which represents the brand, told Caribbean Business Report that the initiative is aimed at highlighting that eggs are "healthy and affordable" while building brand recognition for Smart Eggs, which claims to be the first and only Omega 3- enriched egg currently on the domestic market.

"We have been out since January 2012 and we still see that customers don't really understand the brand and what the differences are," Ms Kerr said. "We are aiming to increase the awareness of the brand in the market and highlight the differences between Smart Eggs and other eggs available."

A branded mobile vending cart, 'The Smart Cart', will feature prominently in the campaign, making the rounds to popular businesses, schools and fitness locations, serving up easy and quick breakfast items, including egg sandwiches and scrambled eggs, free of charge.

The Smart Egg team came to the Jamaica Observer offices on Wednesday.

Café Blue, Fromage Gourmet Market, and Toss n' Roll are among the restaurants that the Smart Eggs brand has partnered with to enhance consumption.

Jason Sharp, managing director of Café Blue, stated that the restaurant prides itself on supporting local industries and providing "fresh" and "healthy" menu offerings.

"With Smart Eggs on our menu we can offer an even healthier option for our existing egg lovers by still providing them with their favourite Café Blue treats using Omega 3-enriched eggs," Mr Sharp said.

Smart Eggs will be continuously updating its Facebook, Twitter and Instagram accounts with the location of the Smart Cart and the new options available on its menu.

Omega 3 Fatty Acids have been found to have a myriad of health benefits, including lowering blood pressure, lowering cholesterol, decreasing inflammation and lubricating joints.

CB launched Smart Eggs only months after inking a deal to acquire Chippenham Park Eggs, which gave it just under six per cent of the egg production and distribution business. The company aimed to leverage its marketing resources to push consumption closer to double the industry's capacity.

"Currently, the island's egg industry produces approximately 11 million dozen eggs annually and the CB Group, through Chippenham Park Eggs, hopes to play a major role growing the market to well over 20 million dozen," said Mark Haskins, CB Group's CEO, in a press statement at the time.

He added: "By educating the public as to how good eggs are for your mind and body, we will grow the local demand, and in turn, that will require all egg producers to collectively produce more eggs to satisfy this same demand."

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