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Communicating the Value of Your Checkoff Dollars
MAY 2014
Continuing to Take Back
American Egg Board
PO Box 738
1460 Renaissance Drive
Park Ridge, IL 60068
O 847.296.7043
F 847.296.7007
IncredibleEgg.org
AEB.org
Make it incredible!
Building on the efforts of the last two years, the
American Egg Board (AEB) is pleased to share
an update of its marketing efforts surrounding
THE egg holiday — Easter! AEB’s Easter program
generated more than 366 million impressions
through its public relations and advertising efforts,
nearly double the total in 2013. Sales results for
in-store promotions and coupons are expected by
the July Board Meeting.
From hard-boiling to egg decorating to recipe
ideas, AEB gave the season’s cherished hallmark
an update that was on-trend and accessible,
encouraging consumers to purchase an extra
dozen eggs this Easter – one for eating and one
for hard-boiling and decorating. This strategy
was leveraged by creating and implementing
a fully integrated marketing campaign through
advertising, shopper marketing and traditional and
social media.
While results are still rolling in, AEB is pleased to
say that this year’s Easter effort was its biggest
yet, with more advertising, social media and PR,
reaching more people via new and impactful
partnerships. Highlights included:
•Eggdgy HGTV Designers: Enlisted HGTV
design family, the Novogratz, to shake up
the egg decorating conversation and provide
funky, unique ways for families to
design Easter eggs. Their designs
have appeared in a variety of outlets,
including Pop Sugar and Celebrity
Parents Magazine. The design duo —
along with four of their seven children
— also demonstrated hard-boiling and
decorating tips on “Fox & Friends”
the day before Easter. The Novogratz
family talked eggs and Easter in this
colorful, inspiring and fun segment.
continued on page 2 ...
The “Fox &
Friends” segment
demonstrated
hard-boiling and
decorating tips. The
Novogratz’ ideas
included using
bubble packaging
and acrylic paint to
decorate eggs.
EASTER 2014
... continued from page 1
• Integration with ABC’s “The Chew”
AEB partnered with “The Chew” to
develop an integrated promotion
including an on-air segment and
digital advertising. The segment
demonstrated how to properly hardboil eggs and featured all of the hosts
decorating eggs using AEB’s HGTV
designer tips. Digital advertising
included banner ads running on ABC.
com along with promotion on “The
Chew’s” online properties. During the
segment hosts encouraged consumers
to pick up an extra dozen eggs this
Easter — one dozen for Easter
recipes, one dozen for decorating.
They also discussed the merits of
using older eggs for hard-boiling to
help with peeling and showed how fun
it was to decorate eggs in an easy and
inspirational way. As a nice surprise,
they gave away a year’s supply of
eggs to each member of the audience.
Garnering nearly 1 million impressions,
social media engagement spiked,
during the segment with several
audience members sharing how
excited they were to receive the year’s
supply of eggs.
• Paid Promotion on Huffington Post:
To highlight the Novogratz’ decorating
tips, AEB partnered with the Huffington
Post to produce an Easter slideshow
featuring their designs. In addition,
Incredible Egg ads surrounded the
article on the Huffington Post Food
section, and the content was promoted
on the Huffington Post homepage.
There’s an App
for That …
For the second year in a row, AEB
created its own Easter egg app for
tablets with Dash to provide Easter
egg decorating and cooking tips.
Last year’s app received 50,000
downloads and was in the Top 10
iPad apps within the Food and
Drink Category.
• Social Media: AEB joined
conversation around the popular TV
show, Game of Thrones, with “dragon
eggs” that AEB shared on Twitter
and Facebook. The content received
the highest interaction of all-time on
AEB’s Twitter page.
B:8.625”
In addition, AEB executed a robust
social activation that included
Facebook coupons and giveaways,
a Twitter #Foodiechat, Pinterest
Golden Egg Hunt, Faberge
#TheBigEggHuntNYC and more.
T:7.5”
S:7”
a d v er t i s e m e n t
Incredible edible easy
Easter eggs!
Let your child eggs-press her creativity this Easter
with egg decorating kits from PAAS.® Hard-boiling
eggs for decorating is convenient and simple too.
Hard-boiled eggs are the best to decorate (and hide).
Plus they’re delicious to eat!
An Eggs-cellent Start: Hard-boiling Eggs
1. Place eggs in saucepan large enough to hold them in single layer,
and cover with 1 inch of cold water. Bring to a boil. Remove from
burner and cover pan.
2. Let eggs stand in water for about 12 minutes for large eggs
(9 for medium; 15 for extra-large).
3. Drain and cool completely under cold running water or in bowl
of ice water, then refrigerate until you are ready to use.
IncredibleEgg.org
Turn those masterpieces into tasty treats with these recipes:
Easy Classic Deviled Eggs
ingredients:
6 hard-boiled eggs, peeled
Hard-Boiled Egg Dippers
ingredients:
4 hard-boiled eggs, peeled
1∕3 cup shredded taco-seasoned
cheese OR cheddar cheese
4 thin pretzel sticks or crisp
bread sticks
¼ cup mayonnaise
¼ cup refrigerated ranch or dill dip
¼ cup sour cream
Toppers: Bacon bits, finely chopped
carrots, finely chopped cucumber
3 Tbsp. minced green onions
1. Cut eggs lengthwise in half. Set aside whites. 2. Place yolks
in small bowl and mash with fork. Add cheese, mayonnaise,
sour cream and green onions; mix well. 3. Spoon 1 heaping
Tbsp. yolk mixture into each egg white half. Cover and
refrigerate to blend flavors.
1. Cut a small “x” in the larger end of each egg; insert a thin
bread or pretzel stick, being careful not to split the egg.
2. Serve the egg pops with your choice of dip and
favorite toppers.
Decorate eggs with your family for
an incredible Easter. For fun decorating
tips visit www.incredibleegg.org
Scan this page with your Mom+ app to watch a video on how to hard-boil an egg
Brought to you by America’s egg farmers.
Partnering with PAAS
PAAS has been helping Americans celebrate Easter for more than 130 years,
and this year, AEB partnered with PAAS on a joint advertorial in Parents
magazine, along with in-store signage and an online video component. This
partnership included digital and social initiatives that centered on Easter – as
well as integration in Parents “Mom+” App. Shelf-talkers were distributed in
250 Kroger stores nationwide.
200 FIFTH AVENUE NEW YORK, NY 10010
THIS ADVERTISEMENT PREPARED BY
CLIENT: American Egg Board
PRODUCT: Egg
JOB#: AEGEGG-P30008
ART DIRECTOR: D. Fallon
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I N C R E D I B L E N E W S M AY 2014
GREY WORLDWIDE
SIZE, SPACE: 7.5” x 10.5”, None
PUBS: Magazine
ISSUE: 2013
COPYWRITER: None
JOB #: AEGEGG-P30008
PROOF: 3
CLIENT: American Egg Board
OP: WB
SPACE/SIZE: B: 8.625” x 11.25” T: 7.5” x 10.5” S: 7” x 9.75”
LEGAL RELEASE STATUS
AD APPROVAL
Release has been obtained
DATE:
Legal Coord:
Acct Mgmt:
Print Prod:
Art Director:
Proofreader:
Copywriter:
Studio:
T:10.5”
S:9.75”
Egg Decorating Kit Juego de decoración de huevos
Eggs-tra Special Recipes
B:11.25”
Artistic Eggs-pression
Select from a variety of PAAS® decorating kits and let your
child’s imagination run wild.
• Retail-Related Promotions: For the
second year in a row, AEB partnered
with Keebler Crackers to offer
3 million on-pack coupons for a
Dozen Free Eggs with the Purchase
of Two Boxes of Crackers. Last year’s
offer earned a 7 percent
redemption rate.
In addition, AEB offered coupons for
$.55 off the Purchase of Two Dozen
Eggs via Facebook. Nearly 50,000
of those coupons were downloaded
in 24 hours. In-store signage also
appeared in 7,800 stores. Last year,
AEB saw a 4 percent lift in stores with
signage vs. stores without.
The Incredible Edible Egg Goes to the White House
AEB continued its tradition of supporting
the 136th White House Easter Egg Roll
by donating more than 14,000 hardboiled and dyed eggs for Monday’s
event. AEB also provided the volunteers
with hats and aprons with the official
White House Easter Egg Roll logo.
The hats and aprons appeared the
day following the event during the
first segment of “Live! With Kelly and
Michael.”
Attendees had the chance to pose with
the Hollywood Hens and take pictures
in three photo cut-outs that showed a
farmer and hen in the barn; eggs being
washed and a delivery truck with a
supermarket in the background. AEB’s
activities and giveaways included a
maze highlighting how eggs move from
the farm to table; Shelly and Shelldon’s
Eggscellent Adventure activity books;
sidewalk chalk and chalkboard plastic
eggs. All of these items — which were
branded with AEB’s logo and website —
tied into the day’s theme.
The 37th Commemorative Egg was
presented to First Lady Michelle
Obama on behalf of America’s egg
farmers by AEB Chairman Paul Sauder,
R.W. Sauder Inc., Lititz, Pa., and
AEB President & CEO Joanne C. Ivy.
President Obama again attended the
presentation.
The day’s activities — themed “Hop
into Healthy, Swing into Shape” —
included games, stories, music, cooking
demonstrations and, of course, Easter
egg rolling. The activities promoted ways
for families to incorporate healthy eating
and activity into their daily routines, all in
support of First Lady Michelle Obama’s
Let’s Move! initiative.
On the South Lawn, AEB’s whimsical
Hen to Home Experience engaged the
day’s 30,000 attendees highlighting how
eggs move from farms to tables.
tables. The very realistic imitation hens,
affectionately nicknamed the Hollywood
Hens, gave everyone an idea how
America’s egg farmers care for their
Award-winning artist Linda Rossin of
Oak Ridge, N.J., designed this year’s
Commemorative Egg with scenes of
the day’s event with an added hint
of whimsy — completely painted in
miniature on the surface of a large
chicken egg.
“My design highlights a child’s
perspective of Easter, complete with
colored eggs, Easter baskets and the
thought of cuddly bunnies and fuzzy
chicks,” says Rossin. “Sharing in this
day with the First Family on the White
House’s South Lawn through my artwork
is extremely gratifying.”
America’s egg farmers are proud of
their long-standing support of Monday’s
event and the opportunity to present
the 37th Commemorative Egg. Putting
the Incredible Edible Egg in the national
spotlight, the event showcased eggs’
role in Easter, springtime traditions and
the overall healthy lifestyle that
“Let’s Move” promotes.
I N C R E D I B L E N E W S M AY 2014
3
EASTER 2014
The Egg Business
is News
This Easter, AEB saw a growing interest in the business story behind the increasing
popularity of and demand for eggs. The Associated Press recently published a story
exploring the growing trend of topping a variety of foods with eggs. Bloomberg also
published a story that provided insight into the history behind egg demand and
consumer prices. Both stories have been picked-up and syndicated by a number of
top-tier and local outlets.
USA Today Weekend’s magazine supplement focused on all things Easter and
eggs. AEB’s demand/sales stat was included in the “Side Dish” column, reaching
an audience of more than 59 million readers. Its inclusion, along with the recent
Bloomberg and AP articles, give proof to the strength of Easter and egg business
stories. As new business data comes out, AEB will assess opportunities to pitch
these types of stories in the future.
Crafts Garner Media Coverage
Through its State Support Program, AEB provides all the state
promotional organizations press releases that include exclusive
recipes. In the spring, the states also receive an Easter craft
to share with their local media contacts. The Easter press
release reached 200 editors and earned 500,000 impressions.
The recipes are also leveraged within monthly and quarterly
advertising and will boost the impressions.
This year, AEB created Animal Egg Buddies that could be
completed in five easy steps. To make your own Animal Egg
Chicken, here are the materials you need:
Whole brown eggs, contents removed
Bleach water
Small brown feathers
Craft glue
Adhesive red foam sheets
Small plastic eyes
Scissors
Small pieces yellow pipe cleaner OR yellow felt
Brown pipe cleaners, cut into 2-inch pieces
Here’s How: WASH whole eggs, one for each chicken you are
making, with bleach water. Let DRY completely. GLUE feathers
onto the entire egg, creating wings on each side of the egg and
a tail at one end of the egg. Let DRY completely.
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I N C R E D I B L E N E W S M AY 2014
TWIST a piece of yellow pipe cleaner to form the beak (or
small piece of yellow felt). GLUE onto the opposite end of the
egg from the tail. CUT pieces of the red foam to form the comb
and waddle (under the beak). Gently PRESS into place. GLUE
eyes a little further back on the egg from the beak. BEND 2
brown pipe cleaners to form an “L”. GLUE small part of the “L”
onto underside of chicken for feet.
Virtual Farm Field Trip Shatters Discovery Education Record
Here is some of the teacher feedback.
Your presentation was eggcellent! :)
Our class came up with over 130
questions to ask — way too many to put
in this feedback form.
What a super presentation — engaging
— just the right amount of time between
visiting different sections of the farm.
On April 10, AEB partnered with Discovery
Education to host its third annual Egg
Farm-to-Table Virtual Field Trip, as part
of the Good Egg Project (GEP). AEB is
pleased to share that a record
8,196 classrooms tuned in to the field
trip that took place at Pearl Valley Farms,
resulting in more than 204,900 student
and teacher participants – a 70 percent
increase in registrations and a 13 percent
increase in total students reached over
2013! These numbers will grow with
archive views.
According to Discovery Education, the
field trip ranked as THE most attended
field trip to date, exceeding attendance
numbers of other field trips such as
those hosted by The Mythbusters, NASA
astronauts and Google.
During the field trip, Dave and Ben
Thompson, along with four of their
production managers, took the students
on a virtual tour, showcasing an egg’s
journey from pullet house to egg
processing to composting and talked
about how egg farmers are doing their
part in reducing their environmental
footprint. They also participated in a live
Q&A session, answering student and
teacher questions that were submitted
online.
In total, AEB received more than 4,000
questions from students and teachers.
The topics ranged from the difference
between brown eggs and white eggs,
to how much feed a hen eats in a day,
to what they like best about being a
farmer. The Thompsons did a great job
answering as many questions as they
could in the allotted time period.
Thank you to Dave and Ben for
providing a real and wonderful look at
modern egg farming and sustainability
on behalf of the entire egg industry.
The archive is now available on AEB’s
EducationStation.DiscoveryEducation.com.
In terms of attendance, this virtual field
trip ranks NUMBER ONE.
10,010
Total registrants:
(state breakdown available soon)
250,250*
Total live viewership: 8,196
Total students reached: 204,900*
Total questions submitted: 4,169
Total students:
(approx. 3,499 came in day-of)
*This figure is determined using our average
VFT multiplier of 25 students per location.
The information was very age
appropriate (thank you!). My students
are very excited to learn more about
eggs — some of them have chicks at
their houses (we are in a rural area
of MD), and they were grateful for the
information regarding raising chicks. I
was focusing on how green your farm is
— the small carbon footprint considering
you have such a huge business being
run there. Sustainability is a new
word for us — leading to much class
discussion about how our school and
homes could be sustainable.
Thank you so much again for this really
cool experience! — Ms. Pipes’ Fifth
Grade Classes, Westminster, M.D.
We very much enjoyed the educational
and fun Farm-to-Table Virtual Field Trip.
It was great fun for the students.
— Mrs. R. Smith and Mrs. V. Hansen’s
First Grade Classes, Panama City, Fla.
The lesson plans that you have provided
have been a wonderful way to get my
students engaged before taking the virtual
field trip. Kudos to you and the staff. The
videos are full of oohs and aahs. My
students really loved the Pearl Valley trip
seeing how the chicken food is ground
and makes its way to the chickens. The
‘Coop Poop’ received a lot of ughs!
Our class thought the tour was
awesome! It was so interesting and
enlightening. Thank you so much for
all your effort. We really appreciate the
invitation to join you. Hope you have a
wonderful holiday and spring season.
I N C R E D I B L E N E W S M AY 2014
5
DRIVING
EGG
DEMAND
Delivering more than 600,000
eggs to Feeding America
In time for Easter, Dunkin’ Donuts and AEB distributed more than 655,000 eggs to
food banks, located across the nation, as a result of the first-ever national Good
Egg Project (GEP) promotion. During the first week of March, for every Eggs
Benedict Breakfast Sandwich sold at Dunkin’ Donuts, America’s egg farmers
donated one egg to Feeding America.
The following food banks received eggs thanks to the Eggs Benedict and GEP
promotion:
• The Greater Boston Food Bank (Boston, Mass.)
• Food Bank for New York City (New York)
• Feeding America San Diego (San Diego, Calif.)
• Rhode Island Community Food Bank (Providence, R.I.)
• Inter-Faith Food Shuttle (Raleigh, N.C.)
• Second Harvest Food Bank of the Mahoning Valley (Youngstown, Ohio)
• St. Mary’s Food Bank Alliance (Phoenix, Ariz.) Hickman’s Family Farms rounded
up the egg donation to St. Mary’s Food Bank Alliance from 81,900 eggs to
100,000 eggs.
• Food Bank of Northwest Indiana (Gary, Ind.)
Thousands of families were able to benefit from this partnership. AEB has
partnered with Feeding America since the 2009 launch of GEP to help feed the
hungry and donated more than 48 million eggs.
Consumer Research
Guides Advertising
New consumer research was conducted
last fall to identify the most compelling
messages that will drive consumption.
These insights have guided AEB’s new
advertising in 2014, as shown above.
These messages include:
• Eggs are a nutritional powerhouse,
with one egg containing 6 grams of
high-quality protein and all 9 essential
amino acids, all for 70 calories.
• Starting the day with a high-quality
protein breakfast like eggs helps
provide sustained mental and
physical energy throughout the day.
• Eggs are the least expensive source
of high-quality protein per serving.
• Eggs contain no sugar or
carbohydrates, unlike most cereals
and yogurt.
• Eggs are a great way to get allnatural protein in the morning.
• The high-quality protein in eggs
helps you to feel fuller longer and
stay energized, which contributes to
maintaining a healthy weight.
• Eggs are one of the few foods that
are a naturally good source of vitamin
D, nothing artificial.
• One egg contains about 125
milligrams of choline, making it an
excellent source of this essential
nutrient required for life’s most
basic functions, such as normal cell
activity, liver function and transporting
nutrients throughout the body.
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50-Year Environmental Footprint Study
In January, the 50-Year Environmental Study was published in the peer-reviewed journal,
Poultry Science. The publication gave AEB another opportunity to re-issue the study
results to media and
conduct another wave
of outreach. This year,
AEB has generated an
additional 7.6 million
impressions around
the study. The results
continue to be woven
into outreach with AEB’s current partners and key initiatives such as the Discovery Virtual
Farm Field Trip and NBC Universal.
To coincide with Earth Day and through the Commodity Roundtable, AEB provided USDA with
tidbits from the Environmental Study for its social media outreach via blog and Twitter posts.
America’s Egg Farmers: Lifecycle Analysis
Researchers conducted a lifecycle analysis of U.S. egg production from 1960 to 2010 to evaluate
environmental performance measures. The study, funded by the American Egg Board, the U.S.
Poultry and Egg Association, the United Egg Association-Allied and the Egg Industry Center, looked
at the complete lifecycle from crops to hens to the farm gate.
The findings indicate that over time, significant environmental efficiencies have resulted from a wide
range of factors, including the reduction of natural resource use, improved hen feed, better disease
control and advancements in hen housing systems.
Key results from the study found that compared to 1960:
The egg production process releases significantly less polluting emissions, including 71 percent
lower greenhouse gas emissions.
• Hens now use 32 percent less water per dozen eggs produced.
• Today’s hens use a little over half the amount of feed to produce a dozen eggs.
• At the same time, today’s hens produce 27 percent more eggs per day and are living longer lives.
For more insight into how research and promotion programs are investing in the health of our planet,
follow @USDA_AMS on Twitter, where we’re celebrating Earth Day by showcasing projects from
across the commodity spectrum.
I N C R E D I B L E N E W S M AY 2014
7
American Egg Board
PO Box 738
Park Ridge, IL 60068
O 847.296.7043
F 847.296.7007
IncredibleEgg.org
AEB.org
Make it incredible!
Reaching Health Professionals
ENC recently attended the 2014 Experimental Biology
(EB) meeting, held April 26-30, in San Diego, Calif. This
multidisciplinary, scientific meeting features plenary and award
lectures, pre-meeting workshops, oral and posters sessions,
on-site career services and equipment exhibits, supplies and
publications required for research labs and experimental study.
This annual meeting attracts more than 14,000 scientists and
exhibitors representing six sponsoring societies and multiple
guest societies.
The following ENC-funded studies were presented:
Watkins BA, Pappan KL, Kim J, et al. Carbohydrate feeding and
impact on global metabolomics in relation to insulin sensitivity in
men with metabolic syndrome.
Berger SE, Raman G, Vishwanathan R, Jacques P, Johnson EJ.
Dietary cholesterol and heart health: a systematic review and
meta-analysis.
Binns A, Gray M, Han-Seok S, et al. Consumption of an eggbased breakfast reduces hunger and increases postprandial
energy metabolism in normal weight (NW) and overweight (OW)
school-aged children.
Ballesteros MN, Valenzuela F, Robles A, Artalejo E, Valdez H,
Fernandez ML. One egg a day does not increase the risk for
cardiovascular disease in diabetic patients.
Aljohi H, Dopler-Nelson M, Wilson TA. Consumption of 12 eggs
per week for 1 year increases serum zeaxanthin concentrations
but not other major carotenoids, tocopherols, and retinol in
humans.
Van Wyk K, Schalinske K. Whole egg protein markedly increases
blood vitamin D concentrations in male Sprague-Dawley rats.
Kunces LJ, Volk B, Freidenreich D, et al. Effect of a very
low carbohydrate diet followed by incremental increases in
carbohydrate on respiratory exchange ratio.