America's Egg Farmers Launch New Incredible Edible Egg(TM) Advertising Campaign Focusing on 'Body And Mind'

Wednesday, February 4, 2009 General News
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PARK RIDGE, Ill., Feb. 3 America's egg producers areunveiling "Incredible People," a new integrated advertising campaign insupport of the incredible edible egg(TM). The campaign reminds Americans thatthe all-natural, high-quality protein in the eggs they love provides them withthe energy they need for both body and mind.

"Research shows that there are important cognitive benefits of eatingbreakfast, especially for children," said Kevin Burkum, senior vice presidentof marketing for the American Egg Board, a nonprofit marketing organizationfunded by America's egg farmers. "Moms told us that when it's an important dayfor their kids in school, such as a test day, they make it a point to servetheir kids eggs for breakfast because they help them feel more satisfied andenergized throughout the day. This new ad campaign demonstrates how eggs canprovide the body and mind energy needed to accomplish the incredible any dayof the week."

Introducing "Incredible People"

The American Egg Board (AEB) conducted an extensive search for people withreal, unique talents that exhibit extraordinary body and mind skills anddiscovered Luci Romberg and Luke Myers, who are featured in the ads along withan iconic prop -- a 1960's "egg chair."

Luci Romberg, age 27, is a free runner -- a physical art focused onfreedom and beauty in which participants perform acrobatic movements throughurban and rural areas. She is also a martial artist, Hollywood stunt woman andNational Champion gymnast. In the television ad, Luci free-runs, scalingrooftops like a superheroine. Luke Myers, 14, is a world champion sportstacker -- an activity in which individuals and teams stack plastic cups in avariety of sequences while racing the clock. Luke will be competing at theWorld Championships in April 2009, where he will be defending his World Recordof stacking 12 cups in three different formations in less than seven seconds.While filming his television ad, Luke actually broke his most recent recordfor sport stacking.

Created by Grey New York, the advertising will appear in a variety oftelevision, magazine and online media outlets, including:

"The centerpiece of the campaign is the visual image of real people-- people like you and me --doing incredible things with their bodies andminds, to demonstrate how eggs keep them going all day long," says KenDowling, executive vice president, group director at Grey New York. "The newcampaign is a creative, contemporary and relevant way to visually show themany incredible benefits of eating eggs. To us, the line, 'if you want to beincredible, eat incredible,' says it all."

"Incredible People" Online

To coincide with the new advertising campaign, the American Egg Board isalso unveiling an "Incredible People" section on its Web site,http://www.incredibleegg.org, which spotlights more real-life incrediblestories. Along with viewing featured "Incredible People," visitors to the Website can share their own incredible stories and comment on other user-submitted accounts. The Web site also offers egg nutrition and cooking tips,along with quick and easy-to-prepare egg recipes.

To see the new advertising and check out "Incredible People," visithttp://www.incredibleegg.org.

About the American Egg Board (AEB)

AEB is the U.S. egg producer's link to the consumer in communicating thevalue of The incredible edible egg(TM) and is funded from a nationallegislative checkoff on all egg production from companies with greater than75,000 layers, in the continental United States. The board consists of 18members and 18 alternates from all regions of the country who are appointed bythe Secretary of Agriculture. The AEB staff carries out the programs under theboard direction. AEB is located in Park Ridge, Ill. Visithttp://www.incredibleegg.org for more information-- "Good Morning America," "Today" and "The View" -- Woman's Day, Weight Watchers, Parents and People magazines -- Yahoo.com, FoodNetwork.com and Weightwatchers.com

SOURCE American Egg Board


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