Eggland's Best is deploying a first-ever national co-marketing partnership with Hallmark Channel this holiday season, anchored by branded TV content, celebrity recipe development, and a consumer sweepstakes running through December 22, 2026.
The move signals how branded egg suppliers are leaning into entertainment-driven demand generation to hold share during a holiday season when protein costs and consumer value-seeking are reshaping center-of-store purchasing decisions. For retail egg brands, the holiday window — peak baking and breakfast-hosting season — is a critical traffic driver for grocery clients.
The Campaign Structure
The partnership includes Makin' It Easy vignettes airing during Hallmark Channel's Countdown to Christmas programming, alongside a social content series featuring actress and culinary personality Tamera Mowry-Housley. Mowry-Housley developed two recipes for the campaign: a Christmas Morning Egg Bake targeting holiday hosting occasions and Salted Caramel Chocolate Chip Cookies aimed at the gifting and cookie-swap daypart.
Registered Dietitian Dawn Jackson Blatner is also contributing protein-focused recipes — a Hallmark Channel Holiday Movie Snack Board featuring Reindeer Deviled Eggs and a Sugar Cookie Protein Bark — timed to the growing at-home snacking occasion that foodservice and retail operators alike have flagged as a durable post-pandemic behavior. Blatner's involvement gives the campaign a nutritional credentialing layer, reinforcing Eggland's Best's longstanding premium positioning around Vitamin D (6x versus ordinary eggs), Omega-3s (more than double), and saturated fat (25.0% less).
Sweepstakes Mechanics
The "Egg-citing Hallmark Holiday" Sweepstakes runs at EBFamilySweeps.com from November 10 through December 22, 2026. The grand prize is $5,000 toward holiday celebrations plus co-branded merchandise and a three-month egg supply. Seven weekly drawings award $250 grocery gift cards, branded merch, and a three-month egg supply. Bonus entries are available to consumers who share their own Eggland's Best-inspired recipes, a user-generated-content mechanic that extends organic reach across social channels without incremental paid media spend.
"The holidays are all about bringing family and friends together, whether it's gathering around the TV for a Hallmark Channel favorite or spending time in the kitchen," said Kurt Misialek, President and CEO of Eggland's Best. The partnership merges two high-affinity seasonal behaviors — holiday-movie viewing and in-home cooking — in a way that is increasingly common among branded food suppliers looking to deepen household penetration during Q4.
Retail and Operator Implications
For foodservice operators and retail buyers tracking the branded egg segment, the Eggland's Best–Hallmark pairing underscores a broader industry push to convert holiday media consumption into basket rings. Egg category volume traditionally spikes in November and December around baking, breakfast entertaining, and appetizer builds — all occasions that the campaign's recipe slate directly targets. Operators sourcing Eggland's Best for upscale breakfast dayparts or catering programs benefit indirectly from consumer brand awareness campaigns that sustain willingness-to-pay for premium SKUs.
The fortified-egg category has used nutritional differentiation and cause-marketing effectively against commodity shell-egg pricing pressure. This entertainment co-branding approach adds a reach dimension that nutrition messaging alone cannot achieve, particularly among the Hallmark Channel's core 35-to-64 female demographic — a household decision-maker segment with significant grocery influence. Eggland's Best eggs are available across a broad SKU spectrum, including cage-free, organic, pasture-raised, hard-cooked, and liquid egg whites, giving retail partners multiple entry points to merchandise around the campaign.
For more context on branded protein positioning heading into the holiday quarter, see our coverage of egg and dairy trends in foodservice and holiday LTO strategy across segments.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
