2019 Effie FINALIST Agriculture, The American Egg Board

The egg has become such a staple that penetration is no longer a viable strategy. To increase egg consumption when eggs are already found in nearly every household America, and people have deeply ingrained usage behaviors, we needed to increase the frequency of consumption for current users. By looking into food trends from today’s multicultural America, our “How Do You Like Your Eggs?” program led to a distinctive new approach to egg advertising while boosted egg usage and perceptions of versatility, even as prices for eggs increased.