American Egg Board - "Side of Kevin"

Grey New York

Grey New York New York, United States

13535

Brand: American Egg Board
Country: United States

Advertiser: American Egg Board

Title	Side of Kevin
Agency	Grey New York
Campaign	Incredible Edible Egg
Advertiser	American Egg Board
Brand	American Egg Board
Date of First Broadcast/Publication	2015 / 3
Business Sector	Eggs
Tagline	Wake Up to Eggs with Kevin Bacon
Story	Nobody knows eggs better than bacon, which is why America’s egg farmers are teaming up with the most famous bacon of all, Kevin Bacon. The new marketing campaign, slated to launch March 13, is an integrated promotional effort that will bring attention to the many nutritional benefits of the Incredible Edible Egg, just in time for Easter. “With a last name like Bacon, I’m the obvious choice, and I’m excited to be a part of the new Incredible Edible Egg campaign,” said Kevin Bacon. “I like the creativity behind the idea, and I’ve always been a big fan of eggs. They’re a nutritional powerhouse and I never get tired of them because there are so many ways you can eat them.”
Philosophy	The actor will be featured in a variety of online video, print, digital and social media ads throughout the next year. Grey New York is the American Egg Board’s creative agency, Starcom handles media planning and buying, and Edelman oversees PR and social. “Kevin Bacon brings real star power to the world of eggs and we think consumers are going to love this clever new version of bacon and eggs,” said Kevin Burkum, American Egg Board’s senior vice president of marketing. “And, there’s no better time to talk about eggs with consumption at its highest level in three decades and Easter right around the corner.” The USDA reports that per-capita egg consumption grew to 260 in 2014, increasing by more than a dozen eggs per person in the last five years. Many factors are fueling the spike in egg consumption, including growing interest in protein, health professionals viewing eggs more positively, and the affordability of eggs compared to other breakfast foods. “Clearly, eggs are on a roll. We hope to build on this positive momentum with everyone’s favorite bacon, Kevin Bacon,” said Burkum.
Media Type	Television
Length	118 seconds
Chief Creative Officer	Tor Myhren
Chief Creative Officer	Andreas Dahlqvist (New York)
Executive Creative Director	Ari Halper
Executive Creative Director	Steve Krauss
Creative Director	Brad Mancuso
Creative Director	Susan LaScala Wood
Art Director	Jay Hunt
Art Director	Pete Gosselin
Art Director	Matt DeCoste
Copywriter	Jay Hunt
Copywriter	Pete Gosselin
Agency Producer	Perry Kornblum
Production Company (location)	Moxie Pictures (LA)
Director	Martin Granger
Director of Photography (DOP)	Alar Kivilo
Editor	Alex Cohan
Editing Company	Vision Post
Music/Sound Design	Matt Baker
Music/Sound Design	Vision Post
Principal Talent	Jeff Wiens
Principal Talent	Geneva Carr
Principal Talent	Kevin Bacon