Agency News

Haberman selected as new agency of record for Egglife Foods

January 2023

We’re excited to announce that Haberman has been named agency of record (AOR) for Egglife Foods; a high-growth natural foods company that is reimagining the future of food by harnessing the power of eggs to transform traditionally flour-based foods.

Egglife selected Haberman after a competitive agency review process, citing the firm’s unique mix of one-stop-shop services and strategic expertise delivered through a collaborative, entrepreneurial approach.

“We started looking for a new creative agency and ended up consolidating everything with Haberman. We needed a new strategic and fully integrated articulation of the egglife brand,” said Andrea Schwenk, chief marketing officer of Egglife Foods. “The more we talked, the more comfortable we were with Haberman’s ability to handle all of our needs, and free ourselves up to be more strategic and productive as a startup marketing team.”

Egglife Foods is a dream fit with Haberman’s mission of telling the stories of pioneer brands making a difference in the world. Similarly, Egglife is creating better-for-you food solutions that are delicious and nutritious alternatives to traditional flour-based foods by harnessing the power of eggs. Utilizing a patented technology they are pioneering entirely new food categories, the first of which is egglife egg white wraps. The partnership builds on Haberman’s long legacy of supporting other consumer product pioneers, including Organic Valley, Annie’s, Taylor Farms, Traditional Medicinals and Vital Farms. 

“Knowing that different audiences represent different potential value to a brand, learning quickly what resonates and doesn’t, and then tailoring content and media at the right level to optimize ROI is something all clients are seeking these days,” said Doug Moore, Haberman’s new chief commercial officer. “We’re much more focused on sales and brand outcomes than all the middle-metric clicks, views and bobbles agencies get lost in. It’s one of the reasons why Egglife chose us.” 

“Modern storytelling happens at two speeds: campaign and daily culture,” continued Moore. “Our creative function has leaders and dedicated experts in both speeds — all tightly knit with our strategy and media teams. We very intentionally operate at both paces, without the silos of big holding company shops. It’s a super fun way to work, it’s more suited to the modern media landscape, and we’re excited to dial in both speeds to unlock even faster growth with Egglife.” 

As AOR, Haberman will provide consumer insights, brand strategy, integrated campaign planning and implementation, creative and social strategy and content, media planning/buying and public relations for the egglife brand. 

Our new work for Egglife will be in market early 2023.

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