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How American Egg Board Made Wednesday the Day of the Egg
WEGGSDAY is a 2020 American Egg Board campaign created by Energy BBDO in the United States that established Wednesday as a recurring egg-themed eating occasion, using an animated musical video to reposition eggs as a versatile meal solution across breakfast, lunch, dinner, and snacks.
The campaign launched formally on June 3, 2020, a date that coincided with National Egg Day, as reported by presskitchen.com. A public teaser had preceded the launch on May 27, 2020, according to prnewswire.com. At its centre sat a two-minute animated original music video titled "Wednesday Is Officially WEGGSDAY!" — a deliberately playful production designed to introduce the concept with humour and to demonstrate the breadth of egg-based meal possibilities beyond the morning plate. The hashtag #Weggsday anchored the social participation component, inviting consumers across the United States to share their own midweek egg preparations.
WEGGSDAY operated as a campaign within the broader brand platform "How Do You Like Your Eggs?", which Energy BBDO had been developing for the American Egg Board since the agency was appointed as advertising agency of record in August 2017, per prnewswire.com. The 2020 campaign extended that platform's core argument — that eggs deserve a place in every meal occasion — by giving Wednesday a dedicated, recurring identity modelled on the cultural familiarity of Taco Tuesday. Planned distribution spanned YouTube, Vevo, Apple TV, Roku, and Fire TV, with new content scheduled for release every Wednesday, according to prnewswire.com. Starcom served as media agency on the campaign. The Clapboard Score for WEGGSDAY is 63 out of 100.
American Egg Board identified a specific perceptual barrier facing egg consumption in the United States. Emily Metz, President and CEO of American Egg Board, stated directly, as reported by WATTAgNet on October 23, 2020: "The problem, our research showed, was that eggs are so deeply ingrained in the consumer's mind as a breakfast food that when they open the refrigerator looking for ideas for lunch and dinner, their carton of eggs is practically invisible." That single insight shaped the entire WEGGSDAY strategy. Rather than attempting to shift the category's breakfast association through rational argument, Energy BBDO chose a cultural mechanism: the appropriation of the weekday food occasion format.
The logic borrowed directly from Taco Tuesday, a vernacular tradition that had embedded itself into American eating culture without any single governing organisation behind it. By creating WEGGSDAY, the American Egg Board sought to manufacture an equivalent moment of habitual midweek engagement — one that felt organic and participatory rather than institutional. As Metz explained, per WATTAgNet, the solution was to "create a day of the week dedicated to eggs all day — for breakfast, lunch, dinner and snacks." The campaign's animated format and musical tone were chosen to accelerate shareability and social adoption, particularly on platforms where food content drives organic reach.
The competitive context in the United States protein category makes this repositioning strategically significant. Cal-Maine Foods, the largest U.S. egg producer, operates within a market where eggs compete for lunch and dinner occasions against an expanding range of plant-based protein alternatives, including products from brands such as Just Egg, which targets precisely the meal occasions WEGGSDAY was designed to claim. U.S. egg consumption had reached its highest level in decades in 2019, according to stocktitan.net, giving the American Egg Board a moment of category strength from which to pursue a broader meal-occasion presence.
The WEGGSDAY creative execution centres on a single, fully animated two-minute music video — an unconventional format choice for a commodity board campaign operating in the United States Food and Drink category. The decision to use original music and animation, rather than live-action food photography or celebrity endorsement, was deliberate: animation permitted an exaggerated, comedic visual world in which eggs could appear in any meal context without the production constraints of a conventional food commercial, and an original song gave the concept an earworm quality designed to extend its life through social sharing.
The video's title, "Wednesday Is Officially WEGGSDAY!", functions both as a declaration and as a shareable cultural artefact. Its tone sits in the same register as children's educational music — accessible, repetitive, slightly absurdist — which allowed it to travel across age demographics and to feel genuinely entertaining rather than promotional. The campaign's hashtag, #Weggsday, was embedded in the creative itself, making social participation a natural extension of viewing rather than an afterthought.
The campaign was directed and created within Energy BBDO. Per pedrojoseperez.com and Little Black Book, creative credits for WEGGSDAY include Pedro Pérez, Josh Gross, Jon Leachman, and Dan McCormack among the Energy BBDO team responsible for the campaign's development. The animated format also gave the campaign visual flexibility: eggs could be shown scrambled, poached, fried, boiled, and folded into dishes far removed from the breakfast table, reinforcing the versatility message that sat at the heart of the broader "How Do You Like Your Eggs?" platform.
Verified third-party performance data for the WEGGSDAY campaign beyond its YouTube metrics is not comprehensively documented in public sources. The campaign's animated music video recorded approximately 9,278 views and 65 likes on YouTube, as documented by clapboard.com, alongside 14 comments — figures that reflect modest organic reach on that platform but do not capture performance across the campaign's full distribution footprint, which included Vevo, Apple TV, Roku, and Fire TV, per prnewswire.com.
Structurally, the campaign demonstrates several effectiveness indicators that extend beyond raw view counts. The decision to launch on National Egg Day — June 3, 2020 — provided an earned media hook that amplified initial distribution without additional paid investment. The recurring Wednesday release cadence meant the campaign was designed as an always-on engine rather than a single burst, compounding reach over time. The hashtag #Weggsday created a measurable social participation layer that YouTube analytics alone would not capture.
The campaign also benefited from strong category tailwinds. U.S. egg consumption had reached its highest level in decades in 2019, according to stocktitan.net, and the COVID-19 context of May and June 2020 had accelerated home cooking across the United States, increasing consumer receptivity to meal inspiration content. Within that environment, a campaign positioning eggs as a midweek meal solution addressed a genuinely elevated consumer need. The Clapboard Score of 63 out of 100 reflects a campaign with a strong strategic foundation and a distinctive creative mechanism, partially offset by measured digital engagement metrics on its primary public platform.
WEGGSDAY is a 2020 American Egg Board campaign by Energy BBDO that repositioned eggs as an all-day meal option by designating Wednesday as a recurring egg-themed occasion. Its centrepiece was a two-minute animated music video titled "Wednesday Is Officially WEGGSDAY!", launched on National Egg Day, June 3, 2020, in the United States.
Energy BBDO created WEGGSDAY for the American Egg Board. The Chicago agency had served as the American Egg Board's advertising agency of record since August 2017, per prnewswire.com. Creative team members on the campaign included Pedro Pérez, Josh Gross, Jon Leachman, and Dan McCormack, as documented by pedrojoseperez.com and lbbonline.com.
American Egg Board launched WEGGSDAY to overcome a consumer perception problem. Research showed eggs were so associated with breakfast that shoppers mentally overlooked them when planning lunch or dinner, as Emily Metz, President and CEO of American Egg Board, explained to WATTAgNet in October 2020. WEGGSDAY was designed to build habitual midweek egg consumption across all meal occasions.
WEGGSDAY borrowed the cultural logic of Taco Tuesday by pairing a specific day of the week with a specific food to create habitual consumption behaviour. The American Egg Board and Energy BBDO applied that same vernacular framework to Wednesday, transforming it into a recurring, socially participatory egg occasion supported by the hashtag #Weggsday across the United States.
WEGGSDAY was distributed across YouTube, Vevo, Apple TV, Roku, and Fire TV in the United States, according to prnewswire.com. The campaign was structured for ongoing weekly releases every Wednesday, with Starcom serving as media agency. The animated music video teased on May 27, 2020, before its formal launch on June 3, 2020.
The American Egg Board WEGGSDAY campaign holds a Clapboard Score of 63 out of 100. The score reflects the campaign's strong strategic insight and distinctive animated music video format, balanced against modest documented digital engagement on its primary public platform, as measured against comparable Food and Drink campaigns archived on Clapboard.
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