Egg prices were out of control. Raising by 70% across the United States. As a result, people were turning to social media with their frustration. Fanning the flames of negativity for eggs and thus JCAE.

Just Crack an Egg is one of the less well-known brands within the Kraft Heinz portfolio. We needed people to try our product, but in order to use our product, you need a fresh egg.

The challenge was big but the brief was simple: turn the frustration of egg prices into a positive news story for Just Crack an Egg.

The egg crisis gave us an opportunity to join the conversation and increase awareness for the brand by helping people get free eggs by going straight to the source: farmers.

We partnered with FarmersOnly.com - a dating site exclusively for farmers, with over a million members. When customers bought Just Crack an Egg, they got a promo code for the dating website, giving them free access to farmers with eggs in their area. How they got the eggs? That’s up to them.

Around half of the Millennial population is single and looking for a long term relationship. 83% of single millennials spend up to two hours a day on dating apps looking for love.

Areas hit hardest by the egg crisis are densely populated cities like New York and Chicago. Which also happen to be some of the biggest clusters of millennials in the U.S.

The target was looking for love, but also eggs. And farmers have eggs, so the strategy was simple: Instead of advertising our ingredients, we advertised dating farmers.

The message: Hate egg prices? Just Date a Farmer.

It was crucial that we got to market during the crisis, so we launched digitally first on social channels with a CTA driving to our microsite, where consumers could interact with the campaign.

We focused our efforts in key markets to ensure we were targeting the right demographic. We launched national print ads in People, InTouch, Life & Style, and Star, and digital OOH in major cities like Chicago and New York City in Times Square, where the egg prices were the highest, as well as cities like Dallas, Cincinnati, Lansing, Boise, Indianapolis, and Bentonville.

While our campaign rolled out we reached out to news outlets that we knew had already been reporting on the egg crisis for some time. Stations like Fox News and daytime talk shows as well as local stations in our key markets.

Just Date a Farmer successfully turned hate for egg prices into love for Just Crack an Egg.

Sales outperformed the category by 17% the week of launch. Brand awareness in the midwest jumped by 13%. Brand interest with our target increased 111% and usage frequency rose by 25%.

We garnered over 142 million earned media impressions, and a 100% positive PR sentiment, thrusting a brand with zero awareness into the national spotlight. Going from 44% awareness to 57% in the first week. With an earned media value of $1.3MM, we achieved an ROI of 400%. On social we outperformed our portfolio average clickthrough rate by 270%, and FarmersOnly enjoyed a 53% spike in site traffic.

Creating conversations across the country on America This Morning, Fox Business and ABC. Winning the conversation in the morning show category, perfect for a breakfast product.