Cracking Open a Better Egg-versation
Despite the fact that the egg is a nutrient-dense, complete source of protein, rich in vitamins and minerals, FDA regulations prevent egg brands from labeling their products as “healthy.” With misperceptions about the egg clouding consumer confidence, Pete and Gerry’s had an opportunity to unscramble years of misinformation. 360PR+ took a bold stance to crack open the conversation, issuing a citizen petition that urged the FDA to update its standards.
360PR+ broke the news with a first-exclusive in The Wall Street Journal and a press tour with CEO Jesse LaFlamme and Registered Dietician Keri Glassman, appealing to an array of retail beat, food and lifestyle media. Myth-busting content from our RD provided educational and lifestyle content for Pete and Gerry’s digital channels and a credible third-party for op-ed placement. We leveraged National Egg Month to cook-up additional coverage and an influencer activation to spur engagement and conversation on social media.
In just a few months, the campaign was on the pages and airwaves of media, driving more than 300 million media impressions and increasing web site traffic by 100%. Influencers and consumers sharing the #EggsAreHealthy message earned the campaign an additional 1.5M reach across social media. Proof 360PR+ achieved our goal came as consumer perception improved dramatically, with consumers agreeing that Pete and Gerry’s eggs are “healthier than conventional eggs” and Pete and Gerry’s rising to the #1 organic egg brand in the country.