Promoting the benefits of eggs produced to European Production Model standards among younger audiences
- The main activities are carried out on social media, delivering information about eggs in an entertaining way through gamification
One year ago, in late May 2023, INPROVO, the Egg Interprofessional Organisation, launched and led, together with the sector organisations of France (SNIPO) and Hungary (PPB) “The European Egg Games”, a gamification-based campaign whose objective is to promote the benefits of consuming eggs produced under the standards of the European Production Model among younger audiences.
This is an innovative campaign that educates and informs through entertainment and collective play, as a method to facilitate learning within a context — the internet and social media — with which young people are familiar and in which they regularly participate. The campaign’s activities and challenges are carried out in an online format, both through the website https://losjuegosdelhuevo.eu/ and on social media (Instagram and TikTok).
The project is co-funded by the European Research Executive Agency (REA) of the European Union, within the framework of the programmes set out in Regulation 1144/2014 and its implementing regulations.
Campaign objectives:
The general objectives of this three-year campaign are to raise awareness of the advantages of the EU egg production model and to promote the nutritional characteristics of eggs and their relevance in the diet, and specifically:
- To increase awareness and recognition of the merits of eggs produced under the European Model, the most stringent in the world, based on high standards of food safety, quality, animal welfare, and respect for the environment and sustainability.
- To provide information on the nutritional aspects of eggs in relation to their composition, nutritional value and health properties, as well as on the dietary recommendations and guidelines of each country.
- To improve the competitiveness and consumption of eggs produced in the European Union, informing citizens about eggs produced under EU standards, the most stringent in the world.
Challenges, games and prizes:
The campaign is focusing on inviting followers to participate in various challenges through social media (Instagram and TikTok) and the website (losjuegosdelhuevo.eu), with prizes as rewards. The campaign is being carried out in France and Hungary through their own websites (jeuxdesoeufs.eu, tojaskihivas.eu) and social media channels.
The challenges cover a variety of content; among them, a Quiz, a challenge in which participants must prepare “chef-worthy” breakfasts with eggs as the star ingredient; a family challenge involving egg peeling, a game to boil eggs to perfection, and a grand final challenge: a European contest between the participating countries to be held on World Egg Day, the second Friday of every October.
The campaign is providing consumers with the answers they need to overcome unjustified restrictions and misinformation, and helps them choose the type of egg they prefer and include eggs in their diets, primarily targeting the lower-consumption groups: families with children and young independent adults without children.
All content published in relation to the programme’s key messages (quality, health and animal welfare, sustainability, nutritional aspects and uses, and food safety and traceability) is based on national and EU standards endorsed by the national authorities.
Objective: empowering consumers to decide for themselves what type of egg they want to include in their diet
The Egg Games. This is the campaign with which the Interprofessional Organisation for Eggs and Egg Products (INPROVO) promotes the European egg, and which it has been developing from 2023 through to 2025. Those responsible for the campaign describe it as a pioneering initiative by the egg sector organisations in Spain, France and Hungary, aimed at raising awareness of the European egg production model, as well as its importance in our diet and its versatility in the kitchen for achieving a healthy diet. The campaign seeks to educate and inform through entertainment and collective play, with competitions and challenges organised via social media.
“Our objective is for consumers to know that eggs from the European Union comply with the world’s most stringent production model, based on the highest standards of food safety, animal welfare, quality, and respect for the environment and sustainability,” stated Esther Muñoz, President of INPROVO. The aim is therefore to “provide citizens with all the information they need to choose the type of egg they want to include in their diet,” she added.
For more information:
-. INPROVO