• by Fern Siegel , September 26, 2024

The American Egg Board is touting the egg's versatility in a new campaign "Meant to be Broken."

And it's targeting new demos to do it.

"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," said Emily Metz, president-CEO of the AEB. "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."

Ketchum handled all creative work, which upends the traditional view of eggs as simply a breakfast meal. Ketchum's video production partner was Drool Visuals.

The campaign targets viewers across connected TV, online video advertising and cross-screen display and native. It repositions eggs — from an overlooked food in the fridge to a key ingredient in making fun meals.

The agency also partnering with professional "breaker" Sunny Choi, who made history as the first U.S. woman invited to compete in the global sport of breaking this summer.

Owned social content runs on @IncredibleEgg Instagram and @OfficialIncredibleEgg TikTok channels to offer recipes. The site is MeantToBeBroken.org.