Burnbrae makes weekday mornings easier
How can you convince consumers to find time for eggs in their busy weekday mornings?
Eggs are a weekend breakfast staple. But when it comes to the rest of the week, people just feel like they don’t have the time. So Burnbrae asked us to help convince Canadians they could make eggs part of their weekdays mornings.
We used to social listening to get the lay of the land, and we discovered a potential hurdle: almost one third of Canadians are starting their weekdays without any breakfast at all.
Skipping breakfast was leaving moms and millennials with more than just empty stomachs. It made them feel like failures – at parenthood, or just adulthood. Parents of young children – our primary audience – were especially critical of themselves for not getting a hot breakfast on the table every weekday morning.
So we showed how Burnbrae was a quick and easy solution to these very problems. Our big idea was “The Weekday Challenge,” a video series that spoofed competitive cooking shows like “Chopped.” Throughout the series, we demonstrated how Burnbrae makes it easy to find time for a quick, delicious breakfast or midday protein snack.
The “Weekday Challenge” series continues to grow, spanning every phase of the consumer journey, and allowing us to showcase a growing breadth of delicious new Burnbrae products.