We’re bringing the brand to the forefront of user’s Snapchat experience, and allowing them to gain access to free product by simply scanning their environment. In doing that simple act, we’re driving home the message that eggs are better with Jimmy Dean.

Eggs are the first thing that comes to mind when it comes to breakfast. Jimmy Dean Sausage, iconic in its own right, is not. So, we sought to do something about it. We turned every egg in existence – edible or not, fictional or real – into a coupon for Jimmy Dean.

How can we bring Eggs (America’s breakfast mainstay) and Sausage together more often at the breakfast table?

We decided to hijack eggs. Every single egg, ever. And through inventing a net-new technology, pair them with our Jimmy Dean Fresh Sausage product.

We created a bespoke technology that detects any egg, an immediately turns it into a free roll of Jimmy Dean Sausage.

We took this net-new tech to Snapchat, where users could scan their surroundings for any egg and turn them into a coupon for the best accompaniment for eggs – our sausage.

This approach could only work with the aid of a mass distribution platform with high engagement like Snapchat, and its gamification of the natural environment for the user through AR.

First, we taught AI how to recognize an egg, requiring the scanning of 10,000 unique eggs of different shapes, sizes, textures and colors over the span of a few months. Then we turned it into a net-new piece of code, which we took to the Snapchat platform. There, anyone could scan any egg, which would be immediately detected and turned into a coupon for Jimmy Dean.

Over 43,000 eggs scanned, a total of 270,000 shares on Snapchat, and 43,000,000 total impressions on the platform. The campaign resulted in a 27% increase in sales during its run.