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In the last few years, salmonella and related scares have increasingly made the news, Abbotsfords Farms, firmly believed that sunny side up eggs and cookie dough are too delicious to give up. They were looking to create a safe and worry-free egg option to consumers. Their answer was Pasteurization. The branding needed to be consumer friendly and memorable. Thus, the idea was to embrace the egg by giving it a unique personality that stood out from the rest of competitors in the market.

Julie Kucinski; writer/Agency: The New Normal