AEB is helping counteract the national cream cheese shortage

The American Egg Board (AEB) is making the most out of the cream cheese shortage, while potentially helping increase egg sales though a new social media promotion.

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Closeup of broken egg in hand, yolk falling down
Closeup of broken egg in hand, yolk falling down
boule13 | iStockPhoto.com

The cream cheese shortage currently happening is due to supply chain issues from COVID-19 and the result of restaurants, who frequently use the product, buying large amounts. According to the New York Times, a spokesperson from Kraft Heinz, which owns Philadelphia Cream Cheese, explained that the company was seeing a spike in demand for many of its products. In response, the company has been shipping out approximately 35% more product than last year to bagel shops and other customers.

In response, Philadelphia Cream Cheese is encouraging customers to buy a store-bought dessert for the holidays, as opposed to baking a homemade dessert that uses cream cheese. Additionally, the American Egg Board (AEB) is making the most out of the shortage, while potentially helping increase egg sales though a new social media promotion.

The contest, which will be featured on the Incredible Egg’s Instagram, will ask participants to post a picture of a dessert made without cream cheese and at least two eggs. Ten randomly picked winners will receive free eggs for one year.

In addition to the contest, AEB is capitalizing on consumer’s holiday recipe internet searches by running search engine marketing plans. The plans include expanded text ads, responsive search ads, dynamic keyword insertions and sitelinks that leads to the Incredible Egg’s holiday recipe collection.

Other promotions

The egg giveaway is not the first promotion AEB has done this year to promote an increase in egg consumption. In June 2021, AEB partnered with TikTok influencers across the United States to showcase their favorite egg dishes from local restaurants using the hashtag #EggDishChallenge. Ten winners were awarded $10,000 that AEB donated to support egg usage and post-pandemic improvements.

Between May 2020 and November 2020, AEB introduced a social marketing campaign called #WEGGSDAY to increase usage and consumption of eggs consumers, as well as showcase new food ideas. #Weggsday featured a cast of egg characters that sang and dance in a music video promoting eggs.

In the earlier stages of the pandemic, the AEB launched a food service recovery program to help drive the egg market and support restaurants. The program was designed to increase restaurant sales by encouraging outside dining opportunities, and showcasing egg’s versatility, nutritional benefits and opportunities for consumer to cook at home. 



 

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