America’s egg producers are unveiling “Incredible People,” a new integrated advertising campaign in support of the incredible edible egg™. The campaign reminds Americans that the all-natural, high-quality protein in the eggs they love provides them with the energy they need for both body and mind. “Research shows that there are important cognitive benefits of eating breakfast, especially for children,” says Kevin Burkum, senior vice president of marketing for the American Egg Board, a nonprofit marketing organization funded by America’s egg farmers. “Moms told us that when it’s an important day for their kids in school, such as a test day, they make it a point to serve their kids eggs for breakfast because they help them feel more satisfied and energized throughout the day. This new ad campaign demonstrates how eggs can provide the body and mind energy needed to accomplish the incredible any day of the week.”
“The centerpiece of the campaign is the visual image of real people — people like you and me –doing incredible things with their bodies and minds, to demonstrate how eggs keep them going all day long,” says Ken Dowling, executive vice president, group director at Grey New York, creators for the campaign. “The new campaign is a creative, contemporary and relevant way to visually show the many incredible benefits of eating eggs. To us, the line, ‘if you want to be incredible, eat incredible,’ says it all.” Advertising will appear in a variety of television, magazine and online media outlets, including:
— “Good Morning America,” “Today” and “The View”
— Woman’s Day, Weight Watchers, Parents and People magazines
— Yahoo.com, FoodNetwork.com and Weightwatchers.com
To coincide with the new advertising campaign, the American Egg Board is also unveiling an “Incredible People” section on its website, http://www.incredibleegg.org, which spotlights more real-life incredible stories. Along with viewing featured “Incredible People,” visitors to the website can share their own incredible stories and comment on other user- submitted accounts. The website also offers egg nutrition and cooking tips, along with quick and easy-to-prepare egg recipes.