Marketing

Wendy's, Egg Board's 'egg-cellent' breakfast adventure

Photo: iStock

February 11, 2021

The American Egg Board has partnered with Wendy's to further the brand's breakfast expansion.

"Wendy's was built on fresh, real ingredients — and our recently launched breakfast menu is no exception," John Li, Wendy's vice president of culinary innovation said in a company press release. "Our partnership through the AEB's new program helped us expand on consumer demand for a high-quality breakfast by highlighting the inclusion of real, fresh-cracked eggs on our breakfast sandwiches and inspiring drive-thru and delivery orders across our key markets."

For the program, the AEB used social media influencers in six key Wendy's markets to promote and drive trials of Wendy's breakfast sandwiches made with real eggs. This was done partly as the result of research showing that such information increases perceived product value once consumers are made aware of it.

Instagram posts and stories featuring cracked eggs were published on a given Wednesday and followers were prompted to celebrate #Weggsday (also an AEB social marketing campaign) by ordering Wendy's breakfast.

The board said the effort is among others it has launched to assist restaurant operators in the COVID-19 environment. The AEB recently introduced a foodservice recovery program with enhanced partnership support for large chains like Wendy's, as well as resources for off-premise restaurant opportunities and its "Boosting Breakfast Business" program for smaller and independent operators that have been particularly hard hit by the pandemic.

"The AEB has a long and established record of providing custom strategic solutions to meet the unique needs of top national QSR partners, like Wendy's — and we've shown how eggs can help drive business results," Emily Metz, AEB president and CEO said in the release "As a trusted partner to the foodservice industry, the AEB is now investing in helping restaurants of all shapes and sizes safely drive traffic during the pandemic by leveraging The Incredible Egg's versatility, functional benefits and tremendous popularity with consumers."

The American Egg Board is centered in Chicago, while Wendy's operates out of its headquarters in Columbus, Ohio. No information was provided about sales data relevant to the Egg Board effort.