Grey Readies First Egg Beaters TV Effort

NEW YORK Capitalizing on the health and wellness trend, egg substitute Egg Beaters will launch the first TV ads in the brand’s history.

Fifteen and 30-second versions of a new TV spot, via WPP Group’s Grey in New York, break next week and will run for 10 months on network and cable programming.

The ad features a vignette showing a couple clad in various forms of dress having Egg Beaters for breakfast, lunch or dinner, the idea being that it is okay to eat Egg Beaters three times a day.

A voiceover hammers home the point: “Egg Beaters have the great taste of protein from eggs in a shell but without the fats and calories. They’re not for now and then. They’re for now and then . . . and then . . . and then.”

Sharon McLenahan, vp of marketing for ConAgra’s dairy brands, said consumers don’t want to give up the foods they like, but they want to eat healthy. “The new ad conveys that Egg Beaters allows them to eat the eggs they love whenever they like,” she said. Since the 1970s, when the brand launched, ConAgra has run only print ads.

ConAgra execs said the company would spend significantly more on ads this year than the $6 million it spent in 2004, per Nielsen Monitor-Plus.