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OFF THE TICKER

Britons Get More to Read at Breakfast

March 28, 1994| Reuters

LONDON — Move over, cable TV and 500 channels, on-line computer services, electronic newspapers and multimedia CD-ROMs. Eggvertising is the new medium.

Clever British advertising executives have found the perfect display space for their pitches: the egg. The advertising will get its first trial here this week.

British Telecommunications, one of the world's largest telephone companies, said Britain's first eggvert , publicizing reduced charges for daytime calls, would start appearing today.

More than 13 million eggs, distributed through supermarket chains during the Easter holidays, will bear the slogan "Wake up to BT's new daytime rate."

A BT spokesman called the $57,000 promotion a bargain. "It costs chicken feed, really," he said with a cackle.

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