To relaunch the American Egg Board’s iconic “Incredible Egg” campaign and get people to see eggs as more than just breakfast food, we reframed the answer to the age-old question, “How do you like your eggs?” to showcase the infinite number of ways to enjoy them beyond breakfast.

"The Incredible Egg Rebrand"

Copywriter: Mark Price / Colin O’ Toole | Art Director: Nick Sesto

ACD/Copywriter: Dan McCormack | ACD/Art Director: Fernando Passos

CD: Pedro Perez/Josh Gross

The answers to “How do you like your eggs?” were personified by a variety of fun characters representing various egg dishes that went beyond traditional breakfast dishes, and appeared in print, OOH, and social.

We hijacked radio’s most boring unit – all 4 seconds of it – to inspire consumers with recipes that got them thinking about eggs beyond breakfast. The campaign won “Most Innovative Commercial Use of Radio” at the Radio Mercury Awards along the way.

"4-Second Recipes"

Copywriter: Mark Price | Art Director: Nick Sesto

ACD/Copywriter: Dan McCormack | ACD/Art Director: Fernando Passos

CD: Pedro Perez/Josh Gross

Recognition

Radio Mercury Awards - WINNER: Most Innovative Commercial Use of Radio

Print and OOH Posters