AEB’s “Meant to Be Broken” Campaign Brings Fresh Energy to Retailers

The American Egg Board (AEB) is a year into its boldest campaign yet, Meant to Be Broken, a multi-year initiative designed to reintroduce eggs to a new generation of shoppers, and it's going strong. For independent grocers, the campaign brings exciting storytelling, dynamic video content, and shopper-friendly messaging ideal for in-store, digital, and social promotion.

A New Approach for a New Consumer

As Emily Metz, AEB president and CEO, explains, the campaign is a rallying cry for both consumers and the egg industry, aimed especially at Millennials and Gen Z shoppers whose buying habits differ from past generations. These consumers are navigating unpredictable schedules, embracing purposeful eating, and seeking foods that reflect their values and deliver both nourishment and enjoyment.

“Meant to Be Broken” reframes eggs as an indispensable, versatile ingredient with unlimited potential — exactly what today’s busy, experiential, self-discovering consumers are looking for.

Campaign Highlights: Rule-Breaking Energy Meets Real-Life Cooking

Edward Hoffman, AEB vice president of marketing and communications, notes that the heart of the campaign is about empowering shoppers to “break the rules and routines” in and beyond the kitchen. Three energetic video ads invite consumers to throw the recipe book out the window and embrace flexible, creative cooking with eggs:

• How to Fix Dinner
• How to Handle Hunger
• How to Make Mornings

These assets are ready-made for retailers looking to spark shopper interest across websites, social media, eNewsletters, in-store screens, and more.

Cultural Momentum and Influencer Energy

 AEB has tapped into cultural trends, including arenewed interest in breakdancing, by partnering with Sunny Choi, the first U.S. woman invited to compete in international breaking competition. Choi's story of breaking expectations and pursuing passion aligns perfectly with the campaign’s message, giving retailers a compelling narrative to share with shoppers.

The campaign also includes:

• A national programmatic media push delivering video and tailored messaging
• A TikTok user-generated content challenge to inspire “rule-breaking” recipes
• Earned media activations with Sunny Choi
• Robust owned social content

How Retailers Can Use the Assets

IGA retailers can leverage the campaign materials to:

• Drive shopper engagement with dynamic video content
• Highlight the versatility of eggs across dayparts and lifestyles
• Connect with younger shoppers seeking creativity and convenience
• Support egg sales with fresh storytelling that aligns with consumer trends

The full campaign encourages everyone, from consumers to retailers, to break the mold and unlock the power of eggs.

Explore more at MeantToBeBroken.org, and tap into the campaign assets to inspire shoppers to reach for eggs with new energy, excitement, and joy.