VOL. 18, NO. 4 / FALL 2023 / URNER BARRY'S REPORTER • 63
assess the protein quality of other foods.
And the nutrients in eggs have many
additional benefits, like supporting brain
and eye health. Eggs have nutrients that
can help kids grow and perform well
at school and they can help older folks
remember what they had for lunch. There is
also no more versatile protein than the egg.
Sure, eggs make an unbeatable breakfast,
but the egg can also rescue your family-
and your vegetables, rice, whatever else
is handy-from routine after a long, busy
day. The egg is a functional workhorse,
indispensable to baking and formulation.
Wherever you have a birthday cake, a
holiday celebration, a family tradition, you'll
find more than a few eggs because without
them, your party quite simply falls flat. Eggs
are the magic behind all the memories.
We have a wholesome, all-natural, highly
nutritious, high-quality, climate-friendly,
perfect protein that enriches people's
lives. Ergo, the American Egg Board's
newest marketing campaign aims to shift
consumer perceptions of eggs from a
value product to something invaluable
for the countless benefits they provide
and the meaningful difference they can
make. A series of ads feature consumers
in situations where eggs play an important
role in impacting an outcome or the quality
of the experience. Be it children in a
classroom, someone admiring themselves
in the mirror at the gym or a family
gathered at Thanksgiving, our objective is
to help people connect the dots between
the egg and what really matters to them.
The ads click through to discover how at
IncredibleEgg.org/invaluableegg, providing
consumers with valuable information
about how eggs can support their goals
and aspirations.
Themes are being rotated across online
digital platforms, social media and search
engines through mid-August and will
serve as a test for AEB's return to digital
marketing. Additionally, plans are underway
for an extension of the campaign in the
second half of the year reflecting learnings
from this phase of execution and featuring
additional benefits tailored to the fall and
winter seasons.
We recognize that changing deeply
entrenched consumer perceptions isn't an
overnight matter; it's a long game. We also
recognize that we can't ever lose sight of
our objective to always move volume. But
it's important that for the future, we start
to reposition eggs as a premium product,
too. This is not a notion that's new to our
producer leadership-in fact, nearly four
years ago our Board approved a vision
statement with the long-term goal of having
eggs seen by consumers as indispensable.
Because, let's be honest, they are. In the
end, eggs are always worth it. ©Nattika / Shutterstock.com