CASE STUDY

A Cracking Fresh Website

CLIENT
United Egg Producers

The Challenge

A carton of eggs got overlooked when the groceries were put away. The consumer needs to find out at once if they are still safe to eat.

Client Profile

United Egg Producers (UEP) is a cooperative of egg farmers representing 95 percent of the nation’s egg-laying hens.

Our Approach

Delicious, nutritious and affordable, eggs are a very popular food. It’s natural that people have lots of questions about them, like how long they are safe out of the refrigerator. UEP fields questions about how to select, store and cook eggs through its Egg Safety Center. The original EggSafety.org was created several years ago, and it was due for a design makeover, as well as important upgrades to handle increased traffic and mobile devices.

We started from the ground up and completely revamped the site. Our first priority was to create an attractive, user-friendly resource for safe purchase, handling and preparation of eggs. The fresh design features infographics, many photos and short, easy-to-read copy.

A primary feature of the site is Egg Answers, a searchable area for frequently asked questions so consumers can quickly find trustworthy answers. Because we respond to calls and emails to the Egg Safety Center as part of our full-service communications support for UEP, we know the types of questions consumers have.

The Results

Launched in November 2015, the new EggSafety.org is much more than just a pretty page. The upgrade also increased the ease of content updates, beefed up security and optimized search engine results. To keep the content fresh, the blog is updated weekly, and the Egg Safety Center’s Facebook and Twitter posts drive users to the site.

When the consumer checked the advice on the site, she discovered that since the eggs had been left out less than two hours, she could safely place them in the refrigerator to be enjoyed for breakfast in the morning.