Goodby Silverstein & Partners
Tue, 20 Apr 2021 16:14:24 GMT
Kraft Heinz brand, Just Crack an Egg, known for its deliciously simple scramble bowls made with fresh eggs, has launched a new campaign. The breakfast solutions break is embracing people’s hesitation with microwaved eggs and proving skeptics wrong with a new creative campaign that launched April 19th.
The campaign takes a tongue-in-cheek approach to compare other unfathomable innovations with something as novel as a microwavable egg scramble.
As the new tagline 'Get Outta Here' suggests, Just Crack an Egg’s fluffy egg scramble from the microwave might seem as unconventional flight once did, but it’s a delicious way to get a hot, fresh, convenient breakfast option. The new spot, 'Flight', pokes some fun at microwaved egg skeptics and will debut in 15-and :06 formats on TVC, OLV and social channels, marking the first new creative released from the brand since 2018.
Just Crack an Egg teamed up with agency Goodby Silverstein & Partners in a rigorous research and strategy sprint to refresh the brand and challenge the theory that tasty breakfasts take time.
“At Just Crack An Egg we’re a little obsessed with eggs —new products, new flavor combinations and introducing people to new ways of cooking them,” said Kraft Heinz brand manager Maureen O’Neil. “But we understand not everyone is a going to be as open to the idea of microwaving eggs. So what better way to introduce a rather unconventional cooking method than point out other seemingly ridiculous ideas that are now commonplace? This campaign is a nice reminder that all new and great things are met with a bit of hesitation.”
“In a category overrun with light music and morning sunlight streaming through the window, we knew we had to break up the conventional breakfast advertising tropes,” said Nick Guerten, marketing director, Just Crack an Egg. “The strategy is smart. And the comedy makes these memorable.”
“In testing many people had a hard time with the idea of microwaved eggs,” said Lauren Zeinfeld, strategy director of marketing, Kraft Heinz. “But after one bite they all shared the same reaction – ‘Get outta here!’ We’re just holding a mirror up for consumers to watch their own skepticism play out in real time on TV.”
“Vacuum cleaners, escalators, curling irons—there’s no shortage of once-novel ideas we all take for granted,” said GS&P associate creative director Anthony O’Neill. “Hopefully these are just the first in a long line of iconic microwave journeys through time and space.”
“Brand Camp is what it sounds like: a boot camp for a brand,” said GS&P associate creative director Rony Castor. “So it puts us on a fast track not only to make great work but to develop a tone and identity for the brand that lasts. It’s a true partnership.”
Categories: Food, ConvenienceGoodby Silverstein & Partners, Tue, 20 Apr 2021 16:14:24 GMT