Nightshifters: The Dinner Egg Phenomenon
American Egg Board
Issue 52 | October 2019
Agency
Energy BBDO
Creative Team
Chief Creative Officer: Andrés Ordóñez Executive Creative Directors: Josh Gross, Pedro Pérez Creative Directors: Dan McCormack, Fernando Passos, Jon Leachman Art Directors: Nick Sesto, Daniel Pujol, Chris George Copywriters: Mark Price, Matt Kane, Paul Carpenter
Production Team
Head of Integrated Production: John Pratt Producer: Danielle Keenan Project Manager: Gabrielle Granados Production Company: Supply and Demand, LA Executive Producer: Tim Case Line Producer: Steve Ross Director: Amy Nicholson Director of Photography: Tom Suhrstedt
Other Credits
Client Service Director: Liz Gruszkievicz Account Director: Abby Bridgeo Muti Account Executives: Gabrielle Belavsky, Anna Axley Group Strategy Director: Ludwig Ortiz Integration Strategist: Brigid Slattery Editorial Company: Flare Chicago Senior Editor: Casey Cobler Audio Engineer: Steve Aguilar Post Producer: Samantha Vaupel Senior Post Producer: Jenny McDonald Colorist: Maria Carretero, Framestore Chicago
Date
June 2019
Background
Americans love eggs. They’re a culinary staple found in approximately 94% of homes. For decades, eggs were marketed in the U.S. as the perfect breakfast food – a delicious, low-fat, protein-packed start to the day. It worked, but Americans only thought about eggs in the morning, and sales remained relatively flat for some 40 years. To break the cycle, the task was to inspire Americans to think about eggs beyond breakfast.
Idea
The egg has remained unchanged for all of human history. Until now. A totally new type of egg was created: the Dinner Egg. Then a documentary was made about how two small-town egg farmers discovered the Dinner Egg and unknowingly revolutionized dinner in the United States. “Nightshifters: The Dinner Eggs Phenomenon” is the story of husband and wife egg farmers who make the incredible discovery that their hens lay eggs at night. They name their new product innovation “Dinner Eggs” and watch as a small, rural discovery takes the country by storm, as people begin to go out of their way to get their hands on dinner’s newest star, the Dinner Egg.
Results
Digital media for the launch of AEB’s “Dinner Eggs” campaign, which ran May 6th – June 30th, surpassed all industry benchmarks and delivering an increase in sales vs. YAG.