Grey Worldwide Breaks The Egg

The incredible edible egg. That tagline really worked didn’t it? Well, it’s being freshened up with today’s debut of an integrated advertising effort brought to you by Grey Worldwide. The new campaign is aimed at moms with spots appearing on The Oprah Winfrey Show, Good Morning America; in Better Homes and Gardens, Everyday with Rachael Ray; online via Yahoo.com, Foodtv.com and Weightwatchers.com and of course, there’s going to be some radio and billboards, too.

We just love it when food producers get together to sell their products like the fab-o Milk campaign or the peanut ads blanketing the subways. What we’d love more is if Grey got um… you know… what’s that word? Crap… Oh yeah! Creative!

“The centerpiece of the campaign is the visual image of individuals breaking out of an egg — literally — to demonstrate how eggs keep them going all day long,” says Tim Mellors, vice chairman and global chief creative officer of Grey Worldwide.

Maybe Tim is thinking that the now required companion website is the really hot creative bit of this campaign? Designed by Chicago-based Envisionit Media, the site features recipes, nutritional information, interactive games for families (which we couldn’t find) and a blog by Howard Helmer (who seems very sweet), the world’s fastest omelet maker.

Oh! And no sight of any of the “creative centerpiece” imagery.  Way to integrate Grey.