Meant to be Broken

The Change that Matters

Despite being one of the most versatile, affordable ingredients in any kitchen, eggs had drifted into the background, overlooked by a generation of younger consumers that cooks by feel, shops quickly, and needed inspiration to rediscover eggs. The American Egg Board needed to make eggs exciting again.

The Work

Research revealed the target audience cooks off book, led by instinct and what’s on hand rather than recipes. That insight shaped everything. The ‘Meant to be Broken’ campaign invited them to break something: an expectation, a routine, and of course, an egg. Olympic breakdancer Sunny Choi brought the idea to life, putting eggs into trending cultural conversations. A programmatic video series encouraged audiences to rediscover eggs, amplified by influencers, and a custom Roblox game integration met the audience where they already spent time.

The Impact

The campaign drove egg purchases up 50% among those exposed, compared to a control group for the same period the prior year. Perception lifts followed across the measures that matter: a 5-point lift in eggs being seen as invaluable, a 6-point lift in feeling inspired to try eggs beyond breakfast, and a 5-point lift in eggs being seen as greater value than their cost.