Chicago, Illinois-based Egglife Foods has launched a creative campaign aiming to drive awareness, familiarity and loyalty for its egg white wraps.
The campaign will span across a variety of consumer touchpoints, including connected TV/streaming, online video, social media, display, out-of-home, search, influencer relations and public relations, with a 43 percent increase in marketing investment versus the prior year.
The Egglife campaign shares the spotlight with the company’s new flavor: sweet cinnamon egg white wraps, which are a transition from the brand’s profile. Egglife sweet cinnamon wraps are naturally sweetened with monkfruit, making them a zero sugar, high-protein, low-carb choice for better-for-you sweet breakfast treats or desserts.
“The launch of our latest campaign and sweet cinnamon Egglife egg white wraps are two key moments for our brand,” said David Kroll, CEO of Egglife Foods. “We’ve been listening closely to our consumers and the industry to deliver what they’re asking for – and that’s exactly what we’ve been doing over the past three years.”
“We know that protein and low sugar are the top two attributes consumers consider in making healthy food choices, and the introduction of sweet cinnamon fills an unmet consumer need, especially for low-carb and gluten-free consumers, as nothing like this exists today,” Kroll said.
The creative campaign highlights what sets Egglife apart in the wrap category. Egglife egg white wraps are made with egg whites and have five flavors.
The sweet cinnamon egg white wraps are now available exclusively at Sprouts locations and on shop.egglifefoods.com. They also will roll out at grocery stores nationwide in March.
“Extensive consumer research, data and our passion for reimagining the future of food informed this brand campaign and innovative new product and is truly what has helped us meet our consumers where they are at,” said Andrea Schwenk, VP of marketing and innovation at Egglife Foods.
“We’re thrilled to launch this new creative campaign and to more effectively communicate what the Egglife brand is all about – a brand that has taken an untraditional approach, going against conventional means to produce a truly disruptive product that is a solution to improving our consumers’ lives. Something this brand is extremely proud of,” Schwenk said.
Egglife Foods is working with Hill Holliday, a Boston, Massachusetts-based advertising and marketing agency, as its creative partner in this campaign. Egglife is also working with Spool as its appointed PR agency and Rosie Labs and Generator as its media strategy and buying agencies.
“Egglife is truly a revolution. It’s delicious. It’s nutritious. It’s different than anything out there. So we embraced that and we made the work feel like a revolutionary movement,” said Icaro Doria, CMO at Hill Holliday.
“The copy is a call to arms. The images show strength. And with that, we’re on our way to beat flour and claim our space in the wrap category for good,” Doria said.
The Egglife campaign launched on CTV, OTT, OLV, social and digital and features a series of advertisement spots ranging from 15 to 30 seconds. Egglife will launch out-of-home advertising later in 2022.
For more information about Egglife Foods and to see the new spots, visit youtube.com.