PJ's & Eggs
PJs and Eggs is an annual event hosted by OPA and Ohio’s egg farmers in partnership with central Ohio breakfast and brunch restaurants, which re-open their doors for one night only each October to serve breakfast for dinner. Open to guests of all ages, attendees are encouraged to dine in family-friendly pajamas and bring new pajamas to donate to Nationwide Children’s Hospital for children receiving care and services through its Columbus-wide treatment network. In exchange for pajamas donated, guests receive a free dozen Ohio eggs. During the event, Ohio egg farmers are on-site to talk with diners about egg farming, nutrition and to candidly answer questions.
Inspire worked with OPA to develop the overall concept for the one-night only event and then implemented an integrated marketing campaign to promote it to target audiences.
Specific strategies included:
Designed a brand identity to include a logo, website, and supporting brand guidelines.
Designed several collateral materials to promote the event, including: posters, table tents, check stuffers, window clings, server buttons, banners, handouts and collection boxes.
Developed and distributed a media advisory to all Ohio agriculture media and Columbus print and broadcast media.
Pitched targeted TV and radio on-air personalities to promote the event.
Developed newsletter article for allied industry organizations to promote the event.
Distributed e-blasts to subscriber lists and through paid advertising initiatives.
Developed materials for participating restaurants and Nationwide Children’s Hospital to amplify the reach of the campaign.
Identified central Ohio online community event calendars and assisted with submitting entries.
Executed a targeted social media campaign to raise awareness of the event and to drive attendance.
Worked with targeted influential central Ohio food bloggers to promote the event on their blogs and social media channels
Since the event began in 2012, PJs and Eggs has raised more than $11,500 in monetary donations and nearly 8,800 pairs of pajamas for Nationwide Children’s Hospital. Each year, the restaurant partners and Ohio egg farmers return eager to learn how they can help make the event more successful than it was the year before.
The bloggers who support and attend PJs and Eggs event are well-networked on social media, with strong social media followings on Facebook, Twitter and Instagram. Prior to and during the PJs and Eggs, bloggers post on their social media accounts with information about the event, encouraging their fans to attend.
The social media campaign has reached more than 1 million consumers and the paid and consumer e-blasts reach more than 60,000 subscribers each year. Inspire has also secured cooking demonstration segments and on-air interviews with leading central Ohio TV stations, which reach tens of thousands of viewers each time the segments are aired.
More importantly, the event has been well attended generating hundreds of conversations between Ohio egg farmers and consumers regarding egg nutrition, egg safety, recipe ideas, and egg farming.