-The American Egg Board

launched its new nationaladvertising campaign, “Wake Upto Eggs” this month. Thecampaign includes magazine ads,online banners, radio spots and in-store signage.

The advertising effort is theresult of a comprehensivestrategic development process.When the referendum failed in thefall of 2010, it was clear that AEBhad to forge a new path in order tooptimize decliningmarketingbudgets. Eggproducers askedAEB to take afresh look at itsentire marketingprogram from thetarget audiences,to the messagesand to the mediaused to deliverthem.

AEB conducted a thoroughreview of existing research, as wellas a host of new qualitative andquantitative consumer studies toidentify the best opportunities toincrease demand. Weekdaybreakfast, where less than one infive featured eggs, was recognizedas a key growth area. Consumersare on autopilot in the morning,reaching for familiar foods such ascold cereal, frozen waffles orskipping breakfast altogether.While eggs are a household staple(94 percent household

penetration), they are notconsidered often enough onweekdays because people areoften rushing to get themselvesand their families out the door tobegin their days.

AEB also learned that whileconsumers have positive feelingsabout the healthfulness of eggs,they are not very aware of themany nutritional benefits of eggs;however, people who know moreabout eggs are significantly largerpurchasers and consumers ofeggs. Simply put, those that knowmore about eggs, buy more eggs.

As a result, the new marketingstrategy aims to leverage “newnews” to keep eggs top-of-mindand drive purchases. Consumermessage testing found that thefact that eggs are lower incholesterol and higher in vitamin Dthan previously thought is bothmotivating and newsworthy as

is the news that eggs can help youmaintain a healthy weight and giveyour brain a boost.

February 2012 Editor: Ashley G. Richardson

• “Wake Up to Eggs” infographic• Teacher Exchange• Growth of breakfast at QSRs• Functional egg info reaches students• Walmart’s Great for You Program• Jeffrey’s cookbook• State Support Program Spotlight

Continued inside...

The “Wake up to Eggs” campaign challenges Americans to think outside the cereal box and to shine a lighton the benefits of starting their weekdays with eggs. This year, AEB aims to wake up consumers to the manybenefits of eggs by surrounding them with new information about eggs and encouraging them to choose eggsas their preferred weekday breakfast. Because nearlyeveryone eats eggs, AEB’s consumer target wasexpanded to include men and women ages 18-49.

Throughout the various elements of the campaign, AEBasks consumers to think again about their breakfastchoices. The question “Can your breakfast…?” headlinesthe advertising, challenging consumers to think abouteggs in a brand new way.

The advertising features five print ads that will appearin more than 25 different magazine, including CookingLight, ESPN The Magazine, Food Network Magazine,Men’s Health, Parade and Shape. Each ad features theegg as the hero. In fact, miniature sets were created forthe main character, the egg, to demonstrate its benefits.Intricately illustrated headlines accompany the images ofthe miniature sets, giving the creative a playful personalityand a unique look and feel. For example, to demonstratethe satiety benefit of eating eggs, an egg in a bathroomsetting stands on a scale, while the headline “Can yourbreakfast help you maintain a healthy weight?” is writtenon the mirror behind him. In another, the egg poses as ateacher in a science classroom, with “Can your breakfastgive your brain a boost?” written on the chalkboard. In thethird full-page ad, an egg is jogging on a path throughrolling hills, while a plane carries a banner reading, “Canyour breakfast give you energy all day long?”

AEB has also developed two half-page executions,which have been adapted for in-store signage. They focuson the news that eggs have 64 percent more vitamin D, and are 14 percent lower in cholesterol. In these ads,an egg dressed as an old fashioned newsboy stands on a street corner with a newspaper announcing thereport about eggs’ latest nutritional information. A billboard behind him asks the consumer: “Is your breakfast a

naturally good source of vitamin D?” and “Doesyour breakfast have even less cholesterol thanyou thought?” respectively.

Magazines replace television in AEB’s mediamix this year because magazine advertisingincreases purchase intent five times as much astelevision commercials do. Additionally, the mostcost-efficient combination of advertising alwaysincludes magazines. Together with online, AEBadvertising will reach almost 90 percent of adults,ages 18-49, 10 times in 2012–significant increase

in both reach and frequency than in 2011. As with most AEB programs, the impact of the “Wake up to Eggs” advertising will be carefully measured,

and the results will be used to strengthen efforts moving forward.

Continued from page 1...

Total Estimated Delivery to Adults 18 -49 through Print & Display Ads,excludes Search, Facebook or Mobile outreach. Estimated reach:

87-88%; Estimated Average Frequency: 9.2-10.7

90% OF ADULTS AGES 18 - 49 WILLBE REACHED 10 TIMES BYAEB ADVERTISING–AN INCREASEIN REACH & FREQUENCY VS. ’11

5 times as much MAGAzInE ADS InCREASE PURCHASE InTEnT

AS TV ADS Do

ConSUMERS WHo knoW MoREABOUT EGGS

BUY MORE EGGS

AEB SUCCESSFULLYLAUNCHED THE NEWS

AROUND EGGS BEING LOWER

IN CHOLESTEROL AND

HIGHER IN VITAMIN D THANTHOUGHT PREVIOUSLY

SoURCE: AMERICAn EGG BoARD

THE INCREDIBLE EDIBLEEGG ON FACEBOOK HAS250 , 0 0 0 FA N S

81% OF AMERICANSAGREE THAT EGGS AREGOOD FOR YOU

MAGAZINESINCLUDINGCOOKING LIGHT,ESPN THEMAGAZINE,FOOD NETWORKMAGAZINE ANDMORE

25

THE “WAKE UP TO EGGS” CAMPAIGN INCLUDESMAGAZINE ADS, ONLINE BANNERS, RADIO SPOTS, IN-STORE SIGNAGE AND RETAILER DIRECT MAIL

EGGS ARE THE #1 MOSTPOPULAR WEEKEND BREAKFAST &#2 MOST POPULAR WEEKDAYBREAKFAST BEHIND CEREAL

NEW PRINT ADS WILL

APPEAR IN MORE THAN

The “Wake up to Eggs” campaign asks Americans to think outside the cereal box and to shine a light on the benefits of starting their weekdays with eggs.

83% oF AMERICAnS AGREE THATEGGS ARE A nUTRITIoUS CHoICE

FoR BREAkFAST

What is an infographic? An information graphic orinfographic for short is a representation of informationin a graphic format designed to make the data easilyunderstandable at a glance. AEB has designed twoinfographs to date, one on the Good Egg Project andone on the “Wake Up to Eggs” campaign andconsumer marketing efforts.

This way of conveying information does so in asimple, easy-to-read format that helps readersunderstand a lot of information without investing a lotof time.

AEB developed both infographs inhouse and hasalready repurposed the Good Egg Project one inseveral ways. First, it was posted onAmericanEggBoardBlog.org and appeared within theDecember News from AEB. Then it was reworked toappear as AEB’s Hotline in the January 30 issue ofPoultry Times and the January News from AEB. Theinfograph was also submitted with an article to UrnerBerry’s Reporter. Plans are underway to maximizethe reach of the infograph below. Foodserviceinformation will be utilized next.

Datassentials is an AEBresearch supplier that analyzestrends based upon a data baseof menus from more than 6,000U.S. restaurants. Following areyear-end 2011 highlights fromtheir recently released “EggMenuing: Breakfast andBeyond” report.

• Breakfast item penetrationgrowth rate, the percent changein restaurants that offer breakfast, has increased across all restaurantsegments over the past four years. In the Quick Service Restaurant(QSR) segment, the 4-Year Penetration Growth Rate has increased by 5 percent (from 2007 to 2011).

• The percent of restaurants that offer breakfast in the QSR segmenthas increased by 3 percent over the last year.

• With consideration for the number of units in chain restaurants,breakfast penetration in the QSR segment has increased by 45 percentfrom 33.3 in 2007 to 48.3 Year End 2011.

• The QSR segment maintains the largest share of breakfast overall,and this segment has shown a growth of 11 percent over the past fouryears from 76 percent in 2007 to 84 percent Year End 2011. In the lastyear alone, this number has increased by 1 percentage point.

• over the past four years, the incidence of hot Breakfast Sandwichesat QSRs has increased by 13 percent from 16 percent in 2007 to 18percent for Year End 2011.

• Hot breakfast sandwiches are the top breakfast item menued atQSRs, comprising an 18 percent share of breakfast items in thissegment.

For further information on the Datassentials egg menu trend report,contact Alice Heinze at AEB’s Foodservice Department.

Growth of breakfast at QSRsTeacher ExchangeMid-December marked the

launch of EnC’s TeacherExchange Program to teachers inthe American Association andFamily and Consumer Sciences.More than 330 educators from 30states have joined the group.

Three videos have been releasedonEnCTteacher.org/EnC__Teacher_Exchange.html. Experts appear inthree videos on the site to explainthe program, discuss the obesityepidemic and highlight asuccessful Fit-nut programcombining a nutrition and physicalactivity class to teach studentsmore about nutrition. A pressrelease was also distributed. EnCwill provide updates as theprogram continues to expand.

Striving to extend the reach of its egg product educationalresources, AEB continued its relationship with American Institute ofBaking (AIB) that started last year. During AIB’s 16-week BakingScience & Technology resident course, AEB staff presented “EggsCan Do That, Too” and explained how eggs are produced andprocessed into egg products. Egg product nutritional information,functional advantages and basic application formulas were alsopresented to the 29 students enrolled in the session.

This is the only course of its kind in the United States thatimmerses students in an intensive education in commercial bakeryscience. Students spend four hours in the classroom, four hours inthe labs and four hours working on homework daily to gain thescience necessary to produce various types of bakery products.Classes are designed to develop production, problem solving andmanagement skills within the commercial baking industry.

Successful completion of the course earns each studentrecognition as a baking technologist and eligibility to earn 14 collegecredit hours through kansas State University. AEB looks forward toparticipating in other AIB curriculum opportunities throughout 2012and beyond.

Functional egg info reaches students

“True wisdom

comes to each of us

when we realize how

little we understand

about life, ourselves and

the world around us.”

Eggspression

MONT

HLY

-Socrates

Walmart’s Great for You ProgramWalmart’s Great for You icon officially launched this month. Due in

part to EnC’s efforts, this front-of-packaging (FoP) program includesall types of whole eggs.

In november, EnC met with Walmart officials in Washington, D.C.,to discuss the impending program and to see whether eggs would beincluded in the Walmart program as a healthy food.

At the invitation of Walmart, EnC subsequently submitted a letter toWalmart outlining recent research regarding eggs and health, as well

as information indicatingthe affordability of eggsas a great, high-qualityprotein source. Theinformation that EnCprovided to Walmartundoubtedly played arole in its accepting eggsin this FoP program as ahealthy, desirable foodchoice.

Eggs were not calledout within Walmart’spress release but havebeen a lead in much ofthe coverage.

A sample of this coverage included: • Reuters article lead with “After a lengthy debate, Walmart decided

that eggs are indeed healthy,” and included a quote from WalmartExecutive Andrea Thomas about the decision to include eggs despitecholesterol because they are an affordable source of protein.

• Associated Press mentioned eggs as a food that was up fordebate but ultimatelypassed due to being a“low cost source ofprotein.”

• MSnBC highlightedeggs in the same way.

Eggs are mentioned inthe forefront of coverageas a food that qualifiedfor the icon after somedebate due to theircholesterol content,making the list becausethey’re a low-cost proteinsource.

In addition to online articles, the news was picked up by severalbroadcast outlets across the nation, including markets such as Chicagoand Los Angeles. The morning shows did not specifically mentioneggs. Chatter on Twitter included users amplifying Tweets fromReuters Health and Associated Press. AEB posted this news on theIncredible Edible Egg Facebook page to share the excitement with fansand also Tweeted the news.

Availablefor pre-order onAmazonnow,JeffreySaad'sGlobalKitchen,RecipesWithoutBorders isscheduled

for release on March 20. This cookbookfrom AEB’s celebrity chef includes morethan 100 recipes inspired by his tasting,cooking and traveling adventures aroundthe world. There is also an entire chapterdedicated to eggs.

P.O. Box 738

Park Ridge, IL 60068

Return Service RequestJeffrey’s cookbook

Each year, AEB allocates funding, based on a population/layer formula, for the state promotional organizations tocarry out AEB’s national message to consumers on a local level through the State Support Program. The leaders ofthese groups have connections that help AEB extend its reach and maximize this investment. Without these localleaders, AEB would miss a vital opportunity to reach these audiences in such a targeted and, often, hands-on way.Going forward, the News from AEB will spotlight one event showcasing the incredible results of this program eachmonth. Information and pictures of approved events that used AEB funding should be sent to Jacinta LeDonne,

jledonne@aeb.org, for consideration.

State Support Program Spotlight

January 2012–Held at the University of CentralFlorida’s Arena in orlando, Light Up UCF spans50 nights of the holiday season. The FloridaPoultry Federation was on-site for eight specificthemed nights including teen night, country night,a two-for-Tuesday and others. At these

specialized nights, Florida Poultry Federation hosted cup stackingcontests, played incredible egg trivia, offered pictures in the egg chairand provided giveaways of branded thermoses, coolers and nap sacks.

Additionally, Florida Poultry Federation was branded on the ice rinkwall, LightUpUCF.com, five Cox Media Group radio station websites, CoxMedia Group radio promotion and outdoor movie screen that played freeholiday-themed movies throughout the 50 nights of Light Up UCF.

The event has averaged 1,000 people a night, with some of thosespecialized nights seeing 3,000-5,000 people due to extra, targeted promotions.

SpotlightOn:

FL