First-of-its-kind effort delivers bold, research-driven messaging to showcase the full benefits of eggs to health professionals and consumers.

CHICAGO (Sept. 24, 2025) – The American Egg Board is introducing new strategic nutrition positioning for eggs in a comprehensive education campaign, “Stronger by the Dozen,” to show how eggs support strong bodies and minds. Designed for long-term impact, the initiative tells the egg’s total nutrition story, highlighting its complete protein and key nutrients, such as choline, that help maintain muscle mass, support brain health and fuel an overall healthy lifestyle. Building on the FDA’s recognition of eggs as a healthy food, this effort makes the egg nutrition story clear, cohesive, and visible.

“Stronger by the Dozen” is the result of more than 18 months of research and development to identify the nutrition priorities of consumers and the distinct needs of health professionals, ensuring the initiative delivers compelling information for both audiences. The work revealed that people are seeking simple, healthy foods that provide strength across physical, mental, emotional, and social well-being. Eggs, with their unique nutrient package, are ideally suited to support these four pillars. The campaign presents this story, drawing on insights from experts in each area to show how small, wise choices each day can help people feel stronger in every aspect of their lives.

“Eggs are a true powerhouse of nutrition, and we’re excited to share their full story through ‘Stronger by the Dozen,’” said Emily Metz, president and CEO of the American Egg Board. “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 program comes to life through a multi-channel approach spanning digital, social, earned media, and retail:

  • Digital hub and resources: The campaign website serves as a central resource for media, consumers, and influencers.
  • Social and influencer activity: AEB’s network of passionate egg lovers and earned influencers and credentialed health professionals are amplifying Stronger by the Dozen across social platforms with recipes, tips, and wellness content.
  • Paid and earned media: Paid search and strategic media pitching are increasing visibility for consumers among health, wellness, and nutrition audiences.
  • Retail partnerships: Supermarket registered dietitian partnerships will bring the campaign to the store shelves to engage shoppers.

Following the Sept. 18 media event with editors and reporters from a portfolio of Hearst publications, “Stronger by the Dozen” will run through the end of 2025 and into 2026. Activities include earned editorial outreach, influencer and social media content, retail activations, and materials for state egg organizations and farmers to support the effort at the regional and local levels. Additional activations are planned for 2026, ensuring the nutrition story of eggs remains visible and relevant well into the future.

For more information and to explore campaign materials, visit https://www.incredibleegg.org/nutrition/articles/stronger-by-the-dozen/.

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About the American Egg Board
Home of the Incredible Egg, the American Egg Board (AEB) is the national marketing organization of America’s egg farmers. Its mission is to increase demand for eggs and egg products through research, education, and promotion. The AEB is located in Chicago, Ill. For more, visit IncredibleEgg.org.