American Egg Board's "Meant to be Broken" Campaign Aims to Inspire Consumers to Rediscover Eggs and Break Out of the Familiar

Integrated, multichannel campaign endeavors to shift perceptions of eggs from boring to a powerhouse food with relevance in the changing lives of consumers CHICAGO , Sept. 23, 2024 /PRNewswire/ -- The American Egg Board (AEB) today announced the launch of " Meant to be Broken ," an integrated marketing campaign that challenges consumers to rethink eggs and their everyday lives by inspiring them to be bold and break something—an expectation, routine and, of course, an egg—to unlock new possibilities. In partnership with leading communications consultancy Ketchum, the campaign marks a strategic shift for the egg industry designed to accelerate sustained demand for eggs targeting a growth audience whose needs and preferences are markedly different from those of their predecessors.

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