case study
American Egg Board
synopsis
challenge
solution
As more and more mothers entered the workforce, the traditional nuclear family went through decades of change. Traditional homemade breakfast foods took a big hit. This included such staples as toast and coffee, but more importantly, prepared eggs had declined to only 12% at America’s breakfast table. Massive changes in lifestyle have increased the demand for convenience, “grab & go” speed, value and variety — challenging the home cooked egg breakfast as a relevant option. Enter eggs for dinner.
In light of these lifestyle trends, SAI was to come up with a shopper marketing strategy to increase retail egg sales and expand upon breakfast consumption. Using SAI’s insights-based contextual planning methodology, the task was to exploit and leverage the changes in meal preparation and consumption.
Eggs for dinner. By repositioning eggs as an alternative to expensive meats, SAI reminded shoppers of how easy, fun and healthy an egg based meal could be. The first effort was launched in February 2011 with a Chinese New Year themed campaign in partnership with Minute Rice®, followed by a May summer salad promotion where AEB partnered with Mrs. Dash®, the National Cattlemen’s Beef Association and Nonni’s New York Style® Bagel Crisps.
