Eggland’s Best is using Autonomous Sensory Meridian Response (ASMR) to market to younger generations and gain trust with new egg consumers.
ASMR is a sensory phenomenon that occurs in response to audio stimuli, sometimes comprising a tingling sensation. These sensations are triggered by specific auditory or visual stimuli and can produce a meditative state that soothes the mind and provides a sense of emotional comfort.
Eggland’s new marketing promotions use ASMR to highlight the sounds of an egg cracking or the clanking of a spoon while scooping egg salad onto a plate.
According to the producer, ASMR provides the opportunity for an audience to think about the sensory aspect of a product or experience, such as the taste of eggs, the sizzle of a pan and the feeling of togetherness.
ASMR content has grown in popularity through online platforms such as YouTube, Instagram and TikTok. However, companies are starting to use the sensory phenomenon as a marketing tactic to pull in consumers.
Marketing company Claruz Digital said that ASMR can be used as a strategic marketing tool to create a distinctive bond between the product and the consumer while fostering a sense of trust and comfort. According to Claruz, 34.61% of millennials and 31.13% of Gen Z in the U.S. follow ASMR content, making it a prospective tactic to target the younger generation.
“Content remains king and the digital world demands more audience-tailored content,” stated the egg producer.
In addition to ASMR, Eggland’s Best has published over 1,500 sources of recipes on their website and social media platforms, such as YouTube shorts, that use shell eggs to “stop thumbs on devices across the web.” On its website, consumers can filter by course eaten, cooking time, caloric content and dietary restriction.
The producer said that new marketing strategies were crucial as the U.S. egg industry is recovering from highly pathogenic avian influenza (HPAI) outbreaks that occurred over the last two years.
