launching a new category
THE SITUATION
scaling a new category through earned-first demand generation
Egglife set out to reinvent the wrap category with its innovative egg-based product. With no traditional advertising, the brand needed to build consumer demand and retail confidence from the ground up—starting with just 15 stores in Chicagoland and aiming for national expansion.
THE IMPACT
Egglife grew from 15 to more than 15,000 stores nationwide in under three years, securing placement in major national and regional chains. Spool’s earned-first strategy helped establish egglife as a category-defining brand and a leader in egg-based alternatives. The campaign was instrumental in driving national retail expansion and positioning egglife as a first-mover in its category, earning 209 media placements, 305 million earned impressions, and 14 million organic social impressions. Coverage spanned outlets such as Progressive Grocer, Crain’s Chicago Business, CBS Austin, and Good Morning Washington.
THE SOLUTION
Spool activated its News Engine, an always-on earned media strategy, to generate steady visibility across consumer and trade press. We paired this with hyper-local outreach and influencer partnerships in key markets to drive trial, build regional loyalty, and signal momentum to retail buyers and distributors fueling both consumer pull and buyer belief.
drove national retail expansion
209 media placements
established egglife as a category-defining brand