CBS to Place Logos on Eggs

from The New York Times

In September, CBS plans to start using a new place to advertise its fall television lineup: your breakfast. The network plans to announce today that it will place laser imprints of its trademark eye insignia, as well as logos for some of its shows, on eggs — 35 million of them in September and October.

CBS’s copywriters are referring to the medium as "egg-vertising," hinting at the wordplay they have in store. Some of their planned slogans: CSI ("Crack the Case on CBS"); The Amazing Race ("Scramble to Win on CBS"); and Shark ("Hard-Boiled Drama"). Variations on the ad for its Monday night lineup of comedy shows include "Shelling Out Laughs," "Funny Side Up" and "Leave the Yolks to Us. "

EggFusion, which was founded in 2001, started production last year with one egg company, Radlo Foods, which has since produced 30 million Born Free brand farm-raised eggs with etching. In May, EggFusion landed its first large grocery chain, A.& P., which will use the imprints on 400,000 America’s Choice conventional eggs sold each day in A.& P., Waldbaum’s, Food Emporium and Super Fresh stores from Connecticut to Maryland.