Unscrambling cage-free eggs.
From quiet expert to egg authority.
As retailers pledged to go 100% cage-free by 2025, egg producers’ futures depended on certification choices. Despite selling nearly 11 of every dozen eggs in America and setting the standards for cage-free, the United Egg Producers lacked visibility. It had never run a marketing campaign.
Our Unscrambled Egg campaign targeted key retailers with smart, entertaining content across LinkedIn, YouTube and print. We also activated UEP’s producer network and reached 50,000+ retail influencers.
By speaking with one unified voice, UEP asserted its role as the expert in cage-free welfare.
Asserting authority with an approachable touch.
Our strategy had two key components. First, we focused on our three largest retail partners: Walmart, Kroger and Publix. We created and launched a coordinated campaign aimed at both their buying decision-makers and the more than 50,000 employees who have the power to influence animal welfare decisions.
Using print, LinkedIn and YouTube, we promoted how UEP had set industry standards since 1968, asserting its industry clout with a lighthearted approachable touch.
Aligning and empowering our co-op members.
Second, we transformed every UEP producer into their own best advocates by creating content they could share in meetings with both buyers and the press. Our direct mail piece explained our scientifically credentialed certification in clear, friendly language, and our refreshed UEP website continued the story online.