In this episode of Brand Alchemy, the American Egg Board’s “Meant to be Broken” campaign with Olympic break dancer Sunny Choi and Pacific Foods’ collaboration with celebrity chef, author and actor Matty Matheson for the “TGI Sunday” messaging highlight how brands are meeting their audiences where they are — whether it is through creative social media content, cultural relevance or relatable storytelling — while turning traditional products into lifestyle-driven solutions.
The American Egg Board’s campaign is about challenging expectations and reimagining eggs beyond breakfast, explained Ed Hoffman, head of global marketing and communication for American Egg Board to FoodNavigator-USA.
Sunny Choi embodied the spirit of “breaking norms,” he said. With a background as a Wharton MBA graduate, former corporate executive at Estee Lauder and Olympic break dancer, Choi’s personal story aligned with the campaign’s messages of pushing boundaries, he added.
Choi’s natural connection to eggs was key to the partnership, as she was already a fan of eggs, regularly incorporating them into her diet as a source of protein for training. As Hoffman emphasized, “If you are going to work with an influencer, their response should not be ‘Oh I can do that,’ but ‘I have already been doing that,’” to ensure the partnership felt genuine and relatable.
The campaign leaned into Choi’s personality, allowing her to lead creatively on social media. She shared recipes like her mother’s pineapple fried rice and a post-training custard freeze, showcasing how eggs fit seamlessly into her lifestyle.
Welcome to Brand Alchemy
Brand Alchemy is a monthly multimedia series from FoodNavigator-USA that delves into the art and science of transforming products into brands. In this series, we explore how strategic design, compelling marketing and creative packaging shape CPG products into lasting impressions that resonate with consumers and drive sales.
Check out previous episodes here:
- Designing for impact: The balance between aesthetics and function: Design is often a multi-faceted strategy that balances creativity w ith constraints while artfully delivering a brand’s narrative to stand out on shelve, as demonstrated by Michael Cina, owner and creative director of Cina Associations, who employed design elements to address high printing costs for Black Beach Coffee’s packaging.
- How F&B brands can boost their ROI with a diversified media strategy: Today’s marketing strategies need flexible adjustments and a blend of channels to keep pace with rapid shifts in media consumption, unlike the fixed annual media plans of yesteryear.
“You cannot fake that in a sustained way,” Hoffman said, adding that Choi’s participation highlighted the importance of a natural partnership.
In addition to influencer-led content, the campaign includes an in-game activation with Roblox, meeting its Gen Z and younger millennial audience where they engage the most, Hoffman said.
Hoffman noted that the Egg Board’s strategy was understanding its target demographic – dubbed “Next Gen Explorers” – and addressing their needs, interests and life stages.
Flexibility as also been a critical component to the campaign’s success. The Egg Board continuously monitors key performance indicators of the campaign, such as audience reach, engagement and impact, while optimizing as they go, Hoffman said. The campaign has exceeded its initial goals, he added.
Pacific Foods: TGI Sunday campaign
Pacific Foods, maker of soups and broths, aimed to reposition its brand beyond the natural channel and expand its appeal to mainstream consumers, Amy Strauss Falco, integrated marketing lead, Pacific Foods, shared with FoodNavigator-USA.
The goal of the campaign with Matheson was to address a cultural insight – the “Sunday Scaries,” or the anxiety many people experience before a Monday work day – and position Pacific Foods as a solution for Sunday meal prep, mental health and creating positive culinary experiences.
Matheson, who is also a breakout star of The Bear, was the “perfect creative partner to bring this vision to life,” Strauss Falco said.
Known for his boisterous personality and love of cooking, Matheson captured the campaign’s spirit of authenticity and joy, she added.
Matheson’s role also went beyond “traditional influencer work” as a “creative partner” where he contributed his own take on the content so that the campaign aligned naturally with his persona and Pacific Foods’ brand values, Strauss Falco said.
A critical factor of the campaign was Matheson’s genuine connection to the product, Strauss Falco explained. Rather than just promoting Pacific Foods, Matheson used the products to share relatable stories and recipes, from soups to meal-prep inspiration, across TikTok and Instagram, which resonated deeply with audiences, she added.
Timing was also key. The campaign launched in late September at a moment when Matheson’s visibility grew, following The Bear’s 23 Emmy nominations, adding cultural relevance to Pacific Foods’ messaging, she said.
Strategic media placements, including premium slots on Hulu, ensured the campaign reached its target audience where they naturally consume content, she added.
Additionally, social media engagement was “successful” with viewers praising both the content and the products. Authentic connection, where branded content feels both enjoyable and relatable, in addition to Pacific Foods’ transformation of Sundays into a moment of opportunity, contributed the campaign’s success, Strauss Falco said.
