With more than 208 million eggs laid each day, eggs are at the heart of the American diet. Given increased scrutiny on egg farming practices over the past few years, however, the American Egg Board turned to Edelman to help create a program to re-educate Americans about where their eggs come from and encourage consumers to join America’s egg farmers in the fight against hunger.
To help consumers understand more about the food they buy, Edelman worked with the American Egg Board to launch the Good Egg Project to educate them on modern egg production and the hunger problem that affects millions of people across the country. Edelman launched the initiative on the “Rachael Ray Show” to spread the education message; since 2009, the firm has solidified national partnerships with Scholastic, Feeding America, Discovery Education and NBCUniversal.
To encourage Americans to help fight hunger, Edelman and the American Egg Board created the Good Egg Project pledge to “Eat good. Do good every day.” The cause has motivated nearly 250,000 people to take the pledge, and each pledge equals an egg donated to Feeding America. In addition to egg donations at food banks across the country, America’s egg farmers fed those in need at community breakfasts around the country.
Edelman helped encouraged egg consumption by distributing 80,000 coupons via Facebook promotions and had participating farmers donate one egg to the hungry for every egg sold in the store. The coupons boosted egg sales and had a higher than industry average redemption rate of 60 percent.