American Egg Board: The Incredible Edible Egg campaign

For 30 years leading to the mid-1970s, egg consumption had been declining. Then in 1975 the often-fragmented egg industry united to form the American Egg Board (AEB).

American Egg Board: The Incredible Edible Egg campaign

Chris Amorosino

Overview

For 30 years leading to the mid-1970s, egg consumption had been declining. Then in 1975 the often-fragmented egg industry united to form the American Egg Board (AEB). AEB's mission was to stop or reverse this decline in egg consumption through advertising, education, and research. Along with its advertising agency, Campbell-Mithun, Inc., AEB launched "The Incredible Edible Egg" campaign in 1977. Results were dramatic. Awareness jumped and egg consumption increased almost immediately. "The Incredible Edible Egg" became a brand-awareness slogan as different advertising campaigns were developed over the years using...

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