By Jennifer Dorsett
Field Editor
“The Gift of Eggs,” a new humorous online campaign aimed at reminding consumers of the versatility of eggs during the holiday season, was recently launched by the American Egg Board.
The organization said this new effort will bring smiles to consumers during a holiday season that will be celebrated differently than in the past.
“Food is ever-important during the holidays, and we expect it to be much more so this year as families look for ways to celebrate under challenging circumstances. We wanted to give people a laugh because we could all use a little extra cheer—this year, especially,” Emily Metz, president and CEO of the American Egg Board, said. “We hope these lighthearted digital shorts remind us all that something homemade is sometimes the best gift and a great way to make meaningful new memories, celebrate traditions and bond over incredible food.”
Two 15-second video spots will run on social media platforms and in online advertising through the end of 2020. Both films play off classic holiday commercials in which loved ones are surprised with extravagant gifts like a car or engagement ring, but these giftees receive eggs instead.
According to the American Egg Board, creators of the long-running and extremely popular “Incredible Edible Egg” marketing campaign, the Gift of Eggs concept was developed using consumer insights gained during the COVID-19 environment.
Two key benefits—versatility and affordability—make a dozen eggs the perfect foundation for homemade gift ideas to share with extended family, neighbors and friends.
The campaign acknowledges the continued challenges faced by the egg industry’s foodservice partners by encouraging people to celebrate breakfast by giving gift cards to their favorite local restaurants. Although many restaurants remain at limited seating capacity or have closed dining rooms, options such as carryout, drive-through, curbside pickup or delivery still offer a safe dining experience for families.
The innovative online campaign will also use Google Maps technology to suggest nearby restaurants for breakfast or brunch gift card-giving. The gift cards make giving the gift of eggs easy and offer an alternative to those who need a break from cooking, according to the American Egg Board.
Click here to view the videos and for delicious holiday recipes, cooking lessons and tips and tricks on cooking with eggs from the American Egg Board.