The American Egg Board (AEB) has announced a new education campaign called “Stronger by the Dozen.”
The campaign is intended to show how eggs support strong bodies and minds to fuel an overall healthy lifestyle through nutrition. It highlights eggs’ protein and key nutrients, such as choline and lutein, which help maintain muscle mass and support brain health.
The initiative is supported by research and development that focuses on the nutrition priorities of consumers and the recommendations of health professionals. According to the research, today’s consumer is seeking simple, healthy foods that provide strength across physical, mental, emotional and social well-being, also known as the four pillars of well-being.
“Eggs are a true powerhouse of nutrition, and we’re excited to share their full story through ‘Stronger by the Dozen,’” said Emily Metz, AEB President and CEO.
“This initiative marks a milestone for the AEB. For the first time, we are uniting all our nutrition communications under one clear, bold story—helping health professionals and consumers understand how eggs support muscle and brain health, and overall wellness when clarity and credibility matter most.”
The campaign is being promoted through AEB’s website, health and wellness social media influencers and partnerships with supermarket registered dietitians. The “Stronger by the Dozen” initiative will run through the end of 2025 and into 2026.
In my opinion, this campaign is positioned to be successful in today’s wellness-focused market and taps into the consumers’ desire for foods that do more than just fill them up.
By focusing on eggs’ proven benefits, such as muscle maintenance and brain health support, it gives consumers a straightforward option in the grocery store. Maybe, the healthy choice is the one that has been there all along.