Eggland’s Best and Zeta: A Fresh Approach to Growth in a Shifting Category

Eggland’s Best is no stranger to American refrigerators. With high household penetration and strong brand recognition, the egg brand has long led on quality and nutrition. But as price spikes and product shortages disrupted the egg aisle, Eggland’s Best faced a new challenge: how to maintain relevance and drive growth amid supply instability and changing consumer behavior. It needed a way to understand which consumers were still buying, which had lapsed, and what behaviors were signaling future intent.

“We tend to think of our strategy as what I call a get on the list strategy,” said Matt Seubert, Senior Director of Digital Marketing at Eggland’s Best. That list wasn’t just mental; it included online shopping tools, mobile apps, and delivery services that consumers used to plan purchases. Staying visible in those spaces meant being present, personalized, and persistent without being repetitive.

Eggland’s Best turned to Zeta Global to help decode that complexity. Together, they dug into Zeta’s identity-based behavioral signals to identify high-value audiences in real time. With granular insights into browsing habits, purchase timing, trip frequency, and even regional variability, the team built a dynamic picture of the customer journey.

By aligning channel execution under a unified data strategy, Eggland’s Best maximized reach and relevance at every stage of the funnel.

• Awareness was built through upper-funnel video and programmatic campaigns.
• Mid-funnel retargeting brought interested buyers back with personalized messaging.
• Lower-funnel activations, like email and mobile offers, helped close the loop with lapsed and loyal consumers alike.

The campaign reached individuals on CTV, across digital channels, and within high-attention moments. Zeta’s deterministic attribution let Eggland’s Best connect media exposure to actual in-store sales.

Looking ahead, Eggland’s Best is incorporating occasion coverage into its strategy for the coming year. This means targeting not just customer profiles but specific life moments and seasonal behaviors, from back-to-school and holiday meal planning to new family routines or fitness goals.

These are opportunities to be contextually relevant. The goal is to pair Zeta’s behavioral data with a deeper understanding of consumer intent, ensuring the brand shows up with the right message at the moment it matters most.

To learn more, watch the session with Matt from Zeta Live 2025: