American Egg Board | Beyond Scrambled
We knew we coudn’t redesign the egg. So we set out to change the way people think about it.
To grow sales, we had to increase egg eating occasions. So we focused on showcasing the eggs versatility.
Case Study
How Do You Like Your Eggs?
For over 40 years, the incredible edible egg was marketed as an excellent source of protein and the corner stone of a healthy breakfast. The work was so successful that eggs had become a breakfast staple found in 93% of American homes.
But for the last few years, eggs consumption had remained essentially flat.
Inspired by the simplicity of the eggs itself, we rebranded the iconic incredible edible egg to create a modern look and feel and used a question from pop culture to setup the idea.
Eggcentrics | Expanding the Menu
Meet Our Eggcentrics. We created over a dozen unique characters, each with their own signature egg dish and brought them to life in print, film, digital and social..
By reframing the age-old question “how do you like your eggs?” we got people thinking beyond scrambled, sunny-side up and over-easy. We inspiried them to explore the infinite ways eggs can be enjoyed.
Digital | Social
Whenever people searched for our campaign, they didn’t just find it. They were served a fresh take on eggs.
Each search led to unique dishes inspired by our hero portraits, turning curiosity into delicious discovery.
Pinterest Recipes
We turned our most egg-centric moments into tasty inspiration. Each original recipe was carefully crafted to bring the personalities we created (our “Eggcentrics”) to life. Then brought to life visually on Pinterest as custom, crave-worthy dishes.
Bite-Sized Radio
We turned a traditionally bland radio assignment—DJ live reads—into something with a little more zest: 4 Second Recipes.
Winner of Radio Mercury’s 2018 Game Changer Award Most innovative use of radio.
Pixar’s The Incredibles 2 Partnership
To celebrate the release of The Incredibles 2, we joined forces with Pixar to bring the film’s larger-than-life energy to the Incredible Egg brand. From the screen to the kitchen, we created character-inspired recipes and a specialty TV spot that captured the film’s humor, heart and heroics. Making eggs part of the summer’s most super powered story.
Pinterest Recipes
To celebrate the partnership between The Incredible Egg and Pixar’s Incredibles, we teamed up with a chef and food photographer to craft original, egg-based recipes inspired by each character.
The result? Dishes as bold, colorful and unforgettable as the heroes themselves were brought to life in a series of mouth-watering Pinterest posts.
Results
109% increase in website visits vs the previous year
3% increase in sales vs the previous year (almost 80 million more eggs in just the first month)
Awards & Press
2018 LÜRZER'S ARCHIVE 2/18 • 2018 Communication Arts Photography Competition Shortlist
2018 FAB Award SILVER - Print • 2019 Poster House NYC Featured Selection
2018 Radio Mercury Award Game Changer Award for the Most Innovative Commercial Use of Radio