We set out with the "Eggs are Magic" programme with some very specific objectives. Before we got going with this programme we went out and talked to a number of consumers about eggs. What we seemed to miss was excitement in people's eyes. We didn't feel that people were Exited about -eggs. We then thought that one of the key things we were going to have to do, if we wanted people to consume more eggs, was to get them Exited about eggs, get them motivated about eating eggs and serving eggs to their families, preparing egg dishes and so on. Part of this programme is about engaging the SA consumer and getting them Exited about eggs.
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