{"id":42309,"date":"2024-09-23T11:46:52","date_gmt":"2024-09-23T16:46:52","guid":{"rendered":"https:\/\/www.incredibleegg.org\/?post_type=news&p=42309"},"modified":"2024-09-23T11:47:57","modified_gmt":"2024-09-23T16:47:57","slug":"american-egg-boards-meant-to-be-broken-campaign-inspires-consumers-to-break-out-of-the-familiar-and-rediscover-eggs","status":"publish","type":"news","link":"https:\/\/www.incredibleegg.org\/about-us\/newsroom\/american-egg-boards-meant-to-be-broken-campaign-inspires-consumers-to-break-out-of-the-familiar-and-rediscover-eggs\/","title":{"rendered":"American Egg Board\u2019s \u201cMeant to be Broken\u201d Campaign Inspires Consumers to Break Out of the Familiar and Rediscover Eggs"},"content":{"rendered":"\n

Integrated, multichannel campaign aims to shift perceptions of eggs from boring to a powerhouse food with relevance in the changing lives of consumers<\/h3>\n\n\n\n

CHICAGO (September 23, 2024)<\/strong> \u2013 The American Egg Board (AEB) today announced the launch of \u201cMeant to be Broken,\u201d an integrated marketing campaign that challenges consumers to rethink eggs and their everyday lives by inspiring them to be bold and break something\u2014an expectation, routine and, of course, an egg\u2014to unlock new possibilities. The campaign marks a strategic shift for the egg industry designed to accelerate sustained demand for eggs targeting a growth audience whose needs and preferences are markedly different from those of their predecessors.<\/p>\n\n\n\n

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How to Fix Dinner video:<\/strong> https:\/\/vimeo.com\/990709292<\/a><\/p>\n\n\n\n

How to Handle Hunger video:<\/strong> https:\/\/vimeo.com\/999281347<\/a><\/p>\n\n\n\n

How to Make Mornings video:<\/strong> https:\/\/vimeo.com\/999279712<\/a><\/p>\n\n\n\n

\u201cMeant to be Broken is our boldest campaign yet. We see it as the first step in a multi-year journey\u2014a movement and a call to action to rediscover eggs and their potential to support the goals and lifestyles of a complex consumer,\u201d said Emily Metz, president and CEO of the AEB. \u201cIt\u2019s also a rallying cry for an industry that has seen its share of recent challenges. We\u2019ve been on a journey, on behalf of America\u2019s egg farmers, to break out of our own status quo and explore the opportunities brought forward through risk-taking. We needed to more deeply understand an evolving, younger cohort of Millennial and Gen Z consumers whose egg-buying habits are trending behind those of past generations. And we needed a novel message and a fresh approach to create real excitement about the valuable ways eggs can help redefine a love of food.\u201d<\/p>\n\n\n\n

The target consumer for the campaign straddles a wide set of life stages\u2014from pursuing higher education to starting their own families. Not only do the demands of a busy life mean mealtimes don\u2019t fit neatly into traditional dayparts, but this young consumer thinks differently about food: that it is purposeful, delivering nutrition and enjoyment, and personal, reflecting their values and a way to connect with their closest community.<\/p>\n\n\n\n

\u201cOur target consumers are at a stage of self-discovery seeking new experiences, pushing themselves to learn, grow and seize opportunities,\u201d said Edward Hoffman, vice president of marketing and communications at the AEB. \u201cLeveraging this knowledge, we repositioned eggs from an often overlooked and underappreciated kitchen staple with specific uses to an indispensable food or ingredient with unlimited potential to support their active, often hectic lives.\u201d<\/p>\n\n\n\n

\u201cMeant to be Broken empowers people to break the rules and routines, inside and outside the kitchen,\u201d says Hoffman. \u201cThree video ads are at the center of the campaign, demonstrating how to start breaking things up in the kitchen by throwing the recipe rule book out the window and embracing a more flexible style that aligns with how our target likes to cook.\u201d<\/p>\n\n\n\n

The campaign will also be leveraging opportune media moments to connect with consumers on an ongoing basis. For starters, the AEB took advantage of the renewed interest in breakdancing this summer by partnering with professional \u201cbreaker\u201d Sunny Choi, who made history as the first U.S. woman invited to compete in the global sport of breaking this summer and whose own story exemplifies the campaign\u2019s message.<\/p>\n\n\n\n

\u201cThe kitchen is both a creative outlet and mental break for Sunny, who counts eggs as one of her favorite foods<\/a>,\u201d shares Hoffman. \u201cHer story perfectly embodies the \u2018Meant to be Broken\u2019 mantra, as Sunny broke from the pragmatic and expected path of a corporate career to pursue her passion on a global stage. America\u2019s egg farmers couldn\u2019t be prouder that eggs have played a part in powering Sunny\u2019s ambition.\u201d<\/p>\n\n\n\n

Other campaign highlights include a national programmatic campaign delivering the video spots and custom messaging to targeted audiences across connected TV, online video advertising and cross-screen display and native; a user-generated content challenge with influencers on TikTok<\/a> to inspire breaking recipes with new ideas and methods; earned media activations with Sunny Choi; owned social content; and later this year, eggs will enter the \u201cgaming-verse.\u201d<\/p>\n\n\n\n

\u201cWe are incredibly excited about this integrated campaign, as we connect with this aspiring generation and demonstrate eggs as a supportive and inspiring sidekick for real life,\u201d adds Metz. \u201cOur success will be marked by people reaching for eggs more often and with more joy and excitement. After all, to make a great omelet, you have to first break a few eggs.\u201d<\/p>\n\n\n\n

The campaign launch marks a new era for The Incredible Egg as it challenges consumers to break the mold, break the routine and break the rules. Unlock the power within at MeantToBeBroken.org<\/a>.<\/p>\n\n\n\n

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About American Egg Board (AEB)<\/strong>  
Home of The Incredible Egg, the American Egg Board (AEB) supports America\u2019s egg farmers in its mission to increase demand for U.S. eggs and egg products through research, education and promotion. The AEB is located in Chicago. For more, visit IncredibleEgg.org<\/a>.  <\/p>\n","protected":false},"excerpt":{"rendered":"

Integrated, multichannel campaign aims to shift perceptions of eggs from boring to a powerhouse food with relevance in the changing lives of consumers CHICAGO (September 23, 2024) \u2013 The American Egg Board (AEB) today announced the launch of \u201cMeant to be Broken,\u201d an integrated marketing campaign that challenges consumers to rethink eggs and their everyday […]<\/p>\n","protected":false},"featured_media":42310,"template":"","class_list":["post-42309","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nAmerican Egg Board\u2019s \u201cMeant to be Broken\u201d Campaign Inspires Consumers to Break Out of the Familiar and Rediscover Eggs - American Egg Board<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.incredibleegg.org\/about-us\/newsroom\/american-egg-boards-meant-to-be-broken-campaign-inspires-consumers-to-break-out-of-the-familiar-and-rediscover-eggs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"American Egg Board\u2019s \u201cMeant to be Broken\u201d Campaign Inspires Consumers to Break Out of the Familiar and Rediscover Eggs - 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