Marketing Toolkit
Welcome
Welcome to the “Meant to be Broken” marketing resource page, designed for egg producers and state egg marketers looking to connect with consumers in innovative and impactful ways.
These assets support the launch of our new campaign which celebrates the versatility and endless possibilities of eggs in the everyday lives of our core target audience, NexGen Eggsplorers – a cohort that cooks very differently than the generations before them.
Here you will find a range of resources to help you effectively extend the message of the campaign across various platforms. From eye-catching videos to social media templates and engaging content ideas, the resources here are turnkey and ready to use.
Please join us in spreading the message that some things are meant to be broken, especially when it comes to creating delicious, nutritious meals with eggs. Your AEB team is here to support your success with this toolkit. Please contact Sue Coyle, Director of Integrated Marketing, at SCoyle@aeb.org with any requests.
It’s time to break some eggs!
The NexGen Eggsplorers
Profile
- Ranges in age from 18 – 34, less affluent, skews female.
- More likely to have kids living at home; 1 in 3 report still living with their parents.
- Predominately white, but about 50% of individuals self-identify as being multi-racial, while over-indexing as Black.
- Over-index for interests like crocheting, gaming, dancing, fitness, and astrology
EGG CONSUMPTION
This audience purchases 2-9 cartons of eggs a month and has clearly articulated existing barriers to their egg consumption:
- Not convenient or portable for their active lifestyles
- Not top of mind, outside of breakfast
- Not exciting - and they don’t know what to cook with them
MEDIA ENGAGEMENT
- Consumes a broad range of media with an emphasis on streaming services, social media platforms, podcasts, and audiobooks.
- They also engage with digital news outlets to stay informed.
- Interactive gaming experiences are a huge part of their entertainment.
- Relies on a range of online sources for meal ideas and prioritizes convenience, affordability, and overall balance.

Meet Spokesperson Sunny Choi
Spokesperson Sunny Choi is the United States' top B-girl. She took her talent to a global stage this summer, competing against the world's best breakdancers in Paris.
Sunny made the courageous decision to leave behind her corporate career to fully pursue her love of breakdancing. Her journey perfectly embodies the MTBB mantra, as she broke out of expectations in the name of passion and self-expression—and has achieved great things as a result! Her performance in Paris was full of energy, enthusiasm, and her competitive spirit, and AEB was proud to cheer her on as we watched live from the States.
Now that the competition is over, Sunny will be conducting additional media outreach and spearheading a social media challenge on behalf of America's egg farmers. Keep an eye out for #MeanttobeBroken, coming soon!

Videos
The following videos deliver an unexpected solution for dinner, a customizable breakfast to manage the morning rush, and a new usage idea for eggs that crosses over dayparts.
Digital Ads
MTBB Campaign Recipes
Sunny's Custard Freeze

Sunny spent years mastering this Custard Freeze recipe to help satisfy her sweet tooth. Now you can try it yourself! Incorporating eggs into a sweet treat like this is a great way to add richness and texture.
Assets:
- Static Photo
- Recipe Instructions
Ramen Carbonara

Carbonara is a classic Italian pasta dishes that seem to magically transform a few humble ingredients into a flavorful dinner in the time it takes to cook the noodles, and this recipe offers an unexpected twist: ramen noodles!
Assets:
- Static Photo
- Recipe Instructions
Egg Flatbread Wrap

Craving a sandwich but not all the bread? Thanks to the magic of eggs, cottage cheese and a blender, you can whip up this substitute for a tortilla and fill with an endless variety of ingredients for any meal. This flatbread is a blank canvas for so many great tasing favorites (like pizza!) but we like this club sandwich.
Assets:
- Static Photo
- Recipe Instructions
Air Fryer Egg Bites

Who says the “morning rush” can’t be managed. These air fryer bites makes the on-the-go morning days easier, especially when you make ahead and freeze. And you can customize them in any way your family prefers, so everyone will have a better breakfast.
Assets:
- Static Photo
- Recipe Instructions
QR Code
Use this QR code on your printed marketing materials to drive people to MeanttobeBroken.org with just the snap of a smartphone camera.
Social Media Assets
Greatness lies in every one of us. As we kick off this powerful initiative, we invite each and every one of you to get involved and break a few rules—and eggs—yourself. Participation across all YOUR states and organizations is what will take this campaign to the next level.
For those who wish to extend this campaign on their own social media platforms, we’ve developed an extensive social media toolkit with everything you need to run your own Meant to be Broken social media campaign. Simply click the button below to access social media copy, visual assets, and hashtags, all ready-to-use; it's as easy as copy and paste!
For any questions or assistance, please reach out to Hannah Kruger-Burton at hkruger@AEB.org.
Download