Just Crack an Egg, as its name suggests, is a product with a simple premise. A new campaign from Goodby Silverstein & Partners is an attempt to help the microwaveable convenience breakfast, um, take flight.
“Get Outta Here” blatantly acknowledges the skepticism around microwaving eggs, even though it's already three years after Just Crack an Egg debuted in grocery stores. It’s the brand’s first work from Goodby, Silverstein & Partners.
Just Crack an Egg—which, to be clear, doesn’t come with an egg—features the meat, cheese, and veggies chopped and ready to make a scramble. All that’s needed is the egg. And the microwave, to cook it.
In a 15-second spot, a guy questions whether the scramble he sees another guy holding was indeed made in the microwave. The skeptic looks into the appliance, and suddenly the two are transported back in time to watch the Wright Brothers attempting to fly their plane. A hair-raising moment soon follows. Seems the plane works, after all.
What does all of this have to do with modern-day breakfast?
“We understand not everyone is going to be as open to the idea of microwaving eggs,” Kraft Heinz Brand Manager Maureen O’Neil said in a statement. “So what better way to introduce a rather unconventional cooking method than point out other seemingly ridiculous ideas that are now commonplace? This campaign is a nice reminder that all new and great things are met with a bit of hesitation.”
Just Crack An Egg worked with Goodby on the new brand strategy through a process the agency calls “Brand Camp,” a six-week research and brand-strategy effort during which they noticed the convenience factor of the product was causing hesitation as people were wary of microwaving eggs. Now, they’re playing into that idea.
It’s the first new creative work for the brand since its 2018 launch campaign and a separate online push that featured Deshaun Watson and DeAndre Hopkins. The new idea, it seems, might extend into other once seemingly crazy ideas that are now standard parts of life.
“Vacuum cleaners, escalators, curling irons—there’s no shortage of once-novel ideas we all take for granted,” added Goodby Associate Creative Director Anthony O’Neill. “Hopefully these are just the first in a long line of iconic microwave journeys through time and space.”