Testing in the wild with Eggland’s Best

When you’re one of the leading egg brands in the U.S., you have no shortage of benefits to talk about—nutrition, versatility, quality, taste. But when you only have a few seconds to catch a shopper’s attention online, what should you say? And just as importantly, who should you say it to? 

That was the challenge Eggland’s Best brought to Orchard. The brand wanted to optimize its eRetail strategy to grow share, drive new buyers, and make its marketing work harder in an increasingly cluttered space. 

So, we cracked the problem in a different way: by testing in the wild. 

A fresh approach to consumer insights 

Traditional research methods often fail to capture the complexities of digital consumer behavior. Orchard’s testing and learning in the wild methodology was built to fix that. Instead of relying solely on recall-based surveys, we test creative, messaging, and positioning in real-world contexts with real consumers. 

For Eggland’s Best, that meant isolating variables like visuals, themes, and value propositions to identify which combinations sparked engagement and drove meaningful action. 

What we learned 

Working closely with Matt Seubert, Director of Digital Marketing at Eggland’s Best, Orchard uncovered three key insights that reshaped the brand’s marketing approach: 

• Consumers prioritize convenience. Messaging that positioned eggs as quick, easy, and nutritious outperformed more general wellness themes. 

• Food visuals matter. Realistic, cooked food imagery drew more attention and generated higher engagement than abstract or stylized visuals. 

• Routine integration is key. Showing how eggs seamlessly fit into daily routines (like breakfast on the go) boosted relevance and recall. 
  

As Matt put it, 
"Eggs are incredibly versatile and almost anyone can enjoy them. Orchard was the perfect partner to help Eggland’s Best understand how to efficiently reach the right consumer with the right message." 

Real results, real impact 

Armed with these learnings, Eggland’s Best was able to execute a more focused and effective eRetail strategy—resulting in powerful performance across the board: 

• 5.6x increase in ad recall lift 

• 43% increase in clickthrough rate vs. a previous 2023 campaign 

• 31% increase in new buyers on leading eRetail platforms 

• 700M+ impressions and 600M+ digital shopping moments 
  

With a deeper understanding of what truly resonated with consumers, the brand was able to: 

• Refine its full marketing funnel using high-performing content 

• Tailor messaging to specific audience segments with precision 

• Back decisions with quantifiable data and validated creative strategies 
  

And perhaps most importantly, Eggland’s Best came away with a new foundation for scaling future marketing. 

"We use the learnings from our studies together as the starting point for nearly all of our digital creative," said Matt Seubert. 

Looking ahead

Eggland’s Best continues to push the boundaries of what’s possible in digital marketing. By testing in the wild, the brand is better equipped to speak to its audiences with clarity and confidence—and drive real results where it matters most. 

Because in today’s world of limited attention spans, it’s not about saying more.

It’s about saying the right thing to the right people.