Script to Screen - Case Study

California Egg Commission

Client: California Egg Commission / Evans, Hardy & Young
Product: California Fresh Eggs
Price Point: Free recipe book offered to callers
Objectives: To generate increased demand and consumption of California Fresh Eggs; to dispel myths about eggs; to show how eggs can be a part of a healthy lifestyle.

Faced with years of negative advertising and a product long perceived by the public to be detrimental to a healthy lifestyle, the California Egg Commission combined forces with Script to Screen to produce two infomercials and two spots to reach California's English and Spanish-speaking population. The message was simple: California Fresh Eggs can be a vital and healthy part of a balanced diet.

Modeled in a comfortable "home-cooking" show style, both infomercials feature separate English and Spanish-speaking hosts; and world-renowned chefs sharing their favorite recipes, preparing them with California Fresh Eggs.

Special appearances by Olympic Gold Medal winner Florence Griffith Joyner ("Flo Jo"), and Los Angeles Galaxy soccer star José Vasquez, give viewers a taste of their personal egg recipes. Renowned nutritionists make appearances, as well, to dispel the myths associated with eggs. At key points throughout the show, "man-on-the-street" testimonials are featured, where the virtues of California Fresh Eggs are further extolled.