The American Egg Board (AEB) is looking to change the conversation around eggs with its “Stronger by the Dozen” campaign, emphasizing how other macronutrients, like choline, contribute to muscle, brain and overall wellness.
The initiative is rooted in more than 18 months of research into consumer priorities and health professional needs, with the goal of positioning eggs as “a simple, nutritious choice that enhances physical, mental, social and emotional well-being,” said Katie Hayes, director of scientific communications at AEB.
Uniting nutrition communication under one story
Hayes describes the campaign as “uniting all of our nutrition communications under this one clear, bold story that really helps consumers understand how eggs support muscle and brain health as well as overall wellness.”
The campaign is shaped by evolving consumer attitudes toward health.
“Consumers are increasingly focused on well-being, not just preventing illness,” Hayes notes. “They want to feel strong across all four pillars –physical, mental, social and emotional.”
“Stronger by the Dozen” follows AEB’s “Meant to Be Broken” campaign launched last year, which encouraged consumers to reimagine eggs beyond breakfast. The campaign was led by Olympic breakdancer Sunny Choi, whose affinity for eggs as a protein source aligned with AEB’s mission. The social media-led initiative featured Choi’s favorite recipes like pineapple fried rice and a post-training frozen custard.
Highlighting under-appreciated nutritional benefits
While eggs often are associated primarily with protein, the campaign emphasizes lesser-known nutrients and benefits.
“For mental and brain health, eggs provide choline, which supports brain development, memory and mood – yet nearly 90% of consumers don’t get enough," Hayes said.
Eggs also support social and emotional wellness, AEB says. Emotionally, eggs nourish the body and support an active lifestyle – both critical elements of mental wellness, she added.
Integrated outreach to consumers and health professionals
The fully-integrated campaign targets consumers and health professionals across digital, social, earned and paid media and retail channels. It partners with experts across the four pillars of physical, mental, social and emotional wellness and leverages influencers, recipes and a central digital hub to deliver science-backed nutrition guidance in an approachable way.
Looking ahead, Hayes sees opportunities for the campaign to evolve over time.
“Stronger by the Dozen was built for long-term impact. It has a lot of plays – a dozen tips, a dozen recipes. There are many ways to bring the campaign to life in new ways,” she said.
