Americans love eggs. They’re a culinary staple found in 93% 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 flat for some 40 years. To break the cycle, we needed to inspire Americans to think about eggs beyond breakfast.

The egg has remained unchanged for all of human history. Until now. We created a totally new type of egg: the Dinner Egg. Then we made a documentary about how two small-town egg farmers discovered the Dinner Egg and unknowingly revolutionized dinner in the United States.

Our goal was to get people to think about eggs outside of the breakfast window. To do this, we needed to tell an entirely new product story in a very unexpected way. Since eggs were synonymous with breakfast, we had to find a breakthrough way to build a new association of eggs with dinner.

The execution is a long form video, about 2 minutes in length that will live on a microsite. We will use shorter form video content in digital and social to drive consumers to the microsite to view the long form and learn more about dinner eggs.

Since the film launched in April, 2019, we don’t have any concrete results to share. However, we expect Nightshifters: The Dinner Eggs Phenomenon to intrigue millions and inspire them to try Dinner Eggs for themselves.