The American Egg Board: The Incredible Dinner Egg

The American Egg Board, a United States checkoff marketing organisation that focuses on the marketing and promotion of eggs, encouraged US consumers to eat more eggs by introducing unique dinner recipes featuring them.

Summary

Eggs are in 94% of American homes, and synonymous with breakfast. To grow, we need to crack new occasions.

As we explored how to become a bigger part of American diets, we learned something that surprised us: Dinner is actually the most important meal of the day.

So, we set out to make dinner more egg-citing by launching a "new" product—the Incredible Dinner Egg.

Our Dinner Eggs launch program focused on driving people to unique recipe content that helped them solve their biggest food dilemma: what to make for dinner.

During the eight-week program, we drove a...

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