The or the Egg

The Hard Boiled Dilemma

Eating healthy was never the hard part. Boiling the eggs is—or so people say. But get down into the nuances of millennial moms’ lives and the real answer is different: they don't trust themselves to boil eggs consistently, week after week, on top of everything else on their plate. So the eggs lose to whatever asks less of them, and the healthy eating goal loses with it.

For Eggland's Best Hard-Cooked Eggs, we found the real problem wasn't the egg, it was follow-through.

So we built The or the Egg—a campaign that puts hard-cooked eggs up against everything else competing for those twelve minutes: the laundry, the workout, a few minutes of peace. You don't have to choose between the and the egg because Eggland’s Best Hard-Cooked Peeled Eggs are ready when you are.

The campaign spans digital video, digital banners, organic and paid social, and an influencer roster that goes beyond food creators — busy moms, fitness influencers, entrepreneurs, anyone living out their own blank-or-the-egg dilemma.

Awards and Recognitions