The Incredible Egg Man – Bord Bia

The Challenge

Increase consumption of Irish eggs with the Quality Mark and drive frequency of egg usage beyond breakfast , inspiring people to use eggs as a main ingredient for lunch and dinner

Our Response

WH was tasked with developing a strategic and innovative campaign that engaged the target audience (predominantly female as the gatekeeper of the household budget).

WH worked with a vivacious character and seasoned media personality from New York, Howard Helmer known as The Incredible Egg Man to educate media on the benefit of Bord Bia Quality Assured Eggs. WH aligned Bord Bia with the Guinness World Record omelette maker to dial up key messagesand conducted a Press Day, Photocall, Media Event and Recipe Seeding

The Results

Bord Bia’s association with The Incredible Egg Man for the Quality Mark Eggs Campaign generated widespread talkability, with Howard Helmer appearing across TV, radio, print, online and social media.