A nun, Santa Claus and a stoner are among the stars of a new push to sell something most of us already buy: the egg.
It's a product that faces the "really good problem" of ubiquity. Eggs are currently resting in most U.S. refrigerators, they're typically found in more than 90 percent of American homes, and they're one of the top groceries to stimulate a trip to the store to restock.
"It's such a staple, it's so much a part of ordinary life, that you almost forget about it," says Sofia Therios, who joined the American Egg Board as VP of marketing in December. "We wanted to help make it more vibrant and really to drive awareness and to make it break through today."
As many of today's consumers search for more protein, eggs are gaining prominence in some diets. But they might also be falling out of others, like those of people trying to consume more vegan options. Still, retail sales and consumption in foodservice are up, says Therios, whose group handles marketing for U.S. egg farmers.
"As we're modernizing for today's consumer, what's the most relevant way to speak with the consumer about the product?" Therios ponders.
So, the American Egg Board and Energy BBDO, which it hired as its agency of record in August, took a look at historical campaigns, which often included humor, and freshened up the approach in a largely digital campaign that the group hopes will run for years.
The effort begins Monday with teasers asking "How do you like your eggs?" On Friday, the Egg Board's campaign is set to continue with characters and their answers in online videos, including Santa Claus and another video with a nutcracker (he likes his eggs cracked) for the holiday season.
The push includes 6-second and 15-second digital ads, and efforts such as promoted Pinterest pins and ad-wrapped delivery trucks.
"It's a serious product but we don't take ourselves too seriously," says Therios, who said she personally consumes plenty of eggs in her family's traditional Greek dishes and other meals.
The line being used, "the incredible egg," nods at early American Egg Board marketing, which used the line and jingle "The incredible edible egg" and later was shortened to just "incredible!" The current wording is closer to the original than it has been in the last few years.