American Egg Board’s “Meant to be Broken” Campaign Inspires Consumers to Rediscover Eggs

Integrated, multichannel campaign aims to shift perceptions of eggs from boring to a powerhouse food with relevance in the changing lives of consumers

The American Egg Board (AEB) today announced the launch of “Meant to be Broken,” an integrated marketing campaign that challenges consumers to rethink eggs and their everyday lives by inspiring them to be bold and break something—an expectation, routine and, of course, an egg—to unlock new possibilities. The campaign marks a strategic shift for the egg industry designed to accelerate sustained...

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