The brand, an MLB partner with flagship Pete & Gerry’s Organic and Nellie’s Free Range in its stable, wanted to debut “fun and memorable” ads that would resonate with consumers “who care about animal welfare and high-quality foods,” said Phyllis Rothschild, Pete & Gerry’s CMO.

The egg market in the U.S. is valued at $13.7 billion, according to Research and Markets, expected to climb to $16.2 billion in the next five years. And while 72% of eggs sold in America come from the top 25 producers, most of them industrial farms, the demand for specialty eggs is growing. “This trend is likely due to consumers’ concerns about animal welfare and the environment,” per a July report from Research and Markets.

Egg prices, which had skyrocketed for months because of 2022’s avian flu outbreak, have leveled off, with supply and demand at more of an equilibrium, according to analysts in the sector.

“(Almost) The Wildest Eggs You Can Get” will air on streaming TV and YouTube, with paid social media and digital out of home ads also planned through the end of the year.