Cannes Lions

Bacon Brothers

GREY NEW YORK, New York / AMERICAN EGG BOARD / 2016

Case Film
Supporting Images
Supporting Images

Overview

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Credits

Overview

Description

Nobody knows eggs better than bacon. Not just any Bacon. Hollywood icon Kevin Bacon…and his brother Michael, an Emmy-winning music composer – who just happen to be in a real, touring band together called “The Bacon Brothers.” We partnered with this entertaining duo to help us tap back into our musical roots and put a memorable, modern spin on our egg jingle that dates back to the 1970’s. The song they created was called “E.G.G.S.” – a catchy tune filled with egg facts. We then shot the Bacon Brothers music-video style as they then went into the world to perform it, literally popping up in people’s homes—uninvited—in an effort to spread the word about the nutritious benefits of eggs.

Execution

• IMPLEMENTATION

Since everyone loves bacon with their eggs, who better to help us than the Bacon Brothers, singing a catchy song about eggs? The centerpiece of our efforts was a long form video that felt more like a music video / comedic skit than advertising, allowing us to break into pop culture and put eggs in the spotlight.

• TIMELINE

We used the time when eggs take center stage to our advantage, launching the campaign three weeks before Easter.

• PLACEMENT

With our small media budget, we needed to kick off the campaign with strong PR to bring attention to the partnership, and the videos posted to the AEB YouTube channel. Our videos, print and digital banners ran in media opportunities on popular shows, websites and magazines to continue to generate buzz and chatter of eggs throughout the duration of campaign. OLV units were used to tease the long form video,

Outcome

• REACH

• As of 4/25, there have been 5.1 million views of our videos

• As of 4/25, there have been 704 million impressions for the campaign

• ENGAGEMENT

• More than 100 press hits, including quality feature placements in Mashable, People.com TIME, Huffington Post, Access Hollywood and Adweek, garnering 229 million impressions in earned media alone

• As of 4/19, more than 85 million people saw, shared and engaged with the campaign on social media

• IMPACT

• Four weeks following the campaign launch, egg category sales in dozens were up 12% or 24 million dozens (vs. same period a year ago). Dollar sales were also up double digits, increasing by $51 million.

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