According to the Nov. 5 New York Times, the new campaign “represents the first significant rethinking of the board’s marketing efforts for several years. For one thing, the media choices for the ads are being expanded, adding considerable amounts of online advertising on Web sites like foodtv.com, weightwatchers.com, and yahoo.com.” In addition, the article says, AEB is
bringing out a consumer focused Web site that offers computer users video clips, recipes, games, a blog, and information about health and nutrition. The address of the new site, the article says is borrowed from the familiar theme of the “The Incredible Edible Egg.”
The article continues that the campaign, with a budget estimated at more than $10 million, is symbolic of the changes sweeping through the consumer market as the Internet becomes an increasingly common and important source of information, entertainment and advertising.