American Egg Board TARGETED Shopper MARKETING PROGRAM

Challenge

Massive changes in consumer lifestyle increase the demand for meal convenience. Consumers expect
value and variety at “grab & go” speed, challenging the relevance of the home-cooked egg breakfast.

Marketing Objective

Increase egg sales, consumption and inclusion in meal planning by promoting the shift to in-home dinnertime meal consumption, and appealing to the value needs of budget-minded shoppers.

Shopper Strategy

Align high-consumption consumer segments with
appropriate dinner meal solutions/messaging. Provide consumers with the unique restaurant-quality
experience, value and variety that they demand while simultaneously offering budget-minded shoppers
mealtime solutions that are quick, simple, fun and healthy.

Marketing Program

Need state strategy aligning meal solutions, recipe
recommendations, complimentary brand partnerships and promotional offers.

Seasonal programs include: Chinese New Year, Summer Salad, Back-To-School: FSI, in-store display, AllYou digital media, cross-merchandising on packaging

Co-op Partner Themed Ad
Co-op Partner Themed FSI
Cross-Merchandising On Packaging
"AllYou" Digital Media