Objective: Turn inconsistent and loyal shoppers into a first-party data advantage
Lotame Solutions: Spherical platform
Results
- 5M first-party transactions per period
- 5.6X increase in ad recall lift
Challenge
Eggland’s Best recognized that traditional loyalty strategies weren’t enough. The brand needed to engage not only committed loyalists, but also shoppers whose behavior fluctuated with seasonality, shelf availability, and price. These “inconsistents” represent an untapped growth opportunity.
Eggland’s Best knows its eggs deliver better taste, better nutrition — a better egg. With the right engagement, inconsistent shoppers can be reminded of what makes EB eggs worth coming back to, and why they deserve the best.
To bridge this gap, Eggland’s Best needed a data-driven solution that could connect digital interactions with real-world behaviors. The goal was to enable smarter engagement across all stages of the shopper journey and across different levels of loyalty.
Solution
Eggland’s Best partnered with Lotame to build a first-party data strategy using the Spherical platform. Grounded in the insight that about 20 percent of consumers could account for as much as 50 percent of sales through repeat purchases, the brand sought to deepen relationships with high-value consumers and cultivate more like them.
The strategy focused on three key pillars:
- Data collection: Shoppable landing pages, a robust recipe catalog, and interactive quizzes created more opportunities for two-way value exchange. Eggvocates could engage with EB content, while EB captured meaningful signals to deepen the relationship.
- Segmentation and targeting: Behavioral tagging enabled the creation of dynamic audience segments, activated primarily across Meta to improve relevance and drive impactful frequency.
- Analytics: Lotame’s dashboarding tools provided actionable insights that informed media optimization, creative refinements, and broader data strategy.
Comprehensive data tagging ensured that every digital interaction could be activated with clarity and consistency.
Results
Eggland’s Best saw a 5.6X lift in ad recall, a direct result of sharper audience engagement, improved message relevance, and creative optimization. With millions of first-party signals captured — all without a DTC storefront — the brand translated digital engagement into actionable audience strategies.
This approach unlocked a clearer view of high-value consumers and delivered a repeatable playbook for long-term loyalty growth. The result was better precision, smarter acquisition, and a sustainable model for data-informed growth in a dynamic CPG category that blends existing eggvocates and future fans.
Eggland’s Best remains focused on cultivating loyal consumers. With smarter tools and sharper insights, the brand is able to cut through the noise and maximize learnings from engaged, high-intent audiences.
