To reach younger health-conscious consumers, we needed to demonstrate the nutritional benefits of Egg Beaters in an eye-opening way. Egg Beaters are a real-egg alternative with significantly fewer calories, less cholesterol, and less fat that their shell counterparts. We needed to demonstrate those nutritional benefits to younger growth market consumers in a way that would get their attention. Just comparing the nutritional difference of making the switch wasn�t enough. Instead, we wanted to calculate the exact nutritional difference and dramatically contextualize it into consumers� lives. So, didn�t simply do the math; we brought to life how big and surprising the difference could be and how the benefits would increase over time. This �front door� to the website effectively drove increased benefit message retention and decreased barriers to product trial.
