Meant to be Broken: An Egg Campaign to Attract Younger Shoppers

The Incredible Egg has launched “Meant to be Broken,” an integrated marketing campaign that inspires consumers to be bold and break something — an expectation, routine and, of course, an egg — and unlock new possibilities.

The launch marks a strategic shift for the egg industry as it aims to increase egg consumption among a younger cohort of consumer whose needs and preferences are markedly different from their predecessors.

Videos highlighting inspired meals made with eggs form the foundation of this integrated campaign. These video ads are being supported by a surround-sound of paid media, social, new media activations, and a partnership with professional break dancer Sunny Choi.

In fact, Choi shares a Custard Freeze recipe that she spent years mastering to help satisfy her sweet tooth, which is now available to consumers thanks to this campaign. Now you can try it yourself! Incorporating eggs into a sweet treat like this is a great way to add richness and texture.

The campaign launched on August 1, 2024 and will run through November 2024. The American Egg Board, the marketing arm of America's egg farmers, have a host of recipes available for independent grocers to share online (or even print and distribute in store).

Retailers can leverage the "Meant to be Broken" campaign content by sharing videos like the one above or other social media posts like the one below on their social media pages to promote the benefits of eggs and availability in stores.

Retailers can easily share this "Meant to be Broken" Facebook post with shoppers to leverage the campaign content.