Incredible Egg
Meant to Be Broken Campaign
My Role: Co-Creative Lead
As co-creative lead, I helped shape "Meant to be Broken," a campaign built to make eggs exciting again for a younger generation of cooks who shop by instinct and cook off-book rather than by recipe. That insight became the campaign's core idea: invite the audience to break something — an expectation, a routine, and of course, an egg. We brought the concept to life with Olympic breakdancer Sunny Choi, putting eggs into trending cultural conversations, and extended the story through a programmatic video series, influencer amplification, and a custom Roblox game integration that met the audience where they already spent time. The campaign drove a 50% increase in egg purchases among those exposed, alongside measurable lifts in perception — including a 6-point increase in feeling inspired to try eggs beyond breakfast.
