A Fresh Start for the American Egg Board: Reviving Social Media Marketing Post-Bird Flu
The bird flu crisis that once cast a shadow over the egg industry is swiftly becoming a distant memory. With grocery stores like Trader Joe’s lifting limits on egg purchases and a notable 86% drop in searches for "egg substitutes" since February, the stage is set for an exciting resurrection of egg marketing.
A New Approach to Egg Marketing
To spearhead this revival, the American Egg Board is investing in innovative strategies, including adding a social media and influencer manager position. This key role will oversee the board’s Incredible Egg brand—a consumer-facing initiative representing all U.S. eggs and egg products.
Building a Network of Influence
This new manager will lead the Eggbassadors influencer network, collaborating with Ketchum, the agency of record, to breathe new life into marketing campaigns. “After a challenging first quarter due to bird flu, we’re ready to relaunch ‘Meant to Be Broken,’” states Edward Hoffman, head of global marketing and communications at the American Egg Board.
The Campaign: Meant to Be Broken
Launched in August, "Meant to Be Broken" has already garnered 9 million engagements across social media platforms. With an impressive $2 million annual budget, this campaign seeks to inspire consumers to break free from mundane egg habits. Influencers are creatively showcasing unique egg recipes—from Olympic breakdancer Sunny Choi’s "Sunny style" frozen custard to other delightful innovations.
However, the campaign experienced a temporary halt as the American Egg Board shifted its focus to educating consumers and addressing concerns amid the bird flu outbreak. Hoffman noted, “We aim to resume our regular marketing programs by the end of July.”
Embracing the Future of Marketing
As the new social media lead takes over, they will continue the "Meant to Be Broken" narrative while introducing engaging initiatives such as the Tower of Eggs Roblox recipe scavenger hunt and culturally relevant campaigns, including a playful Mean Girls-inspired Egg Burn Book.
The American Egg Board’s marketing endeavors don’t stop there. Their Incredible Egg brand maintains a strong social media presence across TikTok, Instagram, YouTube, Pinterest, LinkedIn, and Facebook, emphasizing creativity and relatability in communications.
Listening to Consumers
In shaping these campaigns, Hoffman stresses the importance of sensitivity to consumer sentiments: “We want to ensure we’re not tone-deaf. The new marketing leader must harness creativity to alter perceptions and stimulate new ways of thinking about eggs.”
As the egg industry bounces back, the American Egg Board’s commitment to connecting with their audience and embracing innovative marketing strategies promises an exciting new chapter in promoting one of the most versatile foods in America.
For more on the American Egg Board’s journey post-bird flu, read the original article by PRWeek U.S..
