Amid Shortage And Soaring Prices, Skincare Brand Sells Eggs For $3.37 Per Dozen In NYC
The Trump administration plans to import eggs from Turkey and South Korea.
The US is facing an unprecedented egg shortage due to the ongoing bird flu. It has impacted poultry farms and sent the prices soaring by 310% since January 2005. It has risen from $1.21 (around Rs 100) to nearly $5 per dozen (Rs 425), according to The Guardian. Amid the crisis, a popular skincare brand, The Ordinary, has stepped in to offer eggs at a lower price.
In a promotional video on Instagram, a carton labelled “Ordinarily Priced Eggs" under The Ordinary branding can be seen inside a refrigerator at the brand stores. The Ordinary teamed up with art collective MSCHF to sell the eggs at select locations in NYC.
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“That is actually a carton of eggs for sale at our store," a woman says in the video. “The cost of eggs right now is at a record high, and there are shortages all over the city. So, if you are someone who needs eggs, you can grab a dozen at our stores for just $3.37 but it is only for this weekend and while the supplies last," she added.
Another post promoting the offer said, “We heard NYC needed eggs. This weekend, you can get 12 ordinarily priced eggs at our stores for $3.37. No frills, just eggs. While supplies last."
The marketing move sparked mixed reactions from social media users. While some praised the creativity, others criticised the brand for selling eggs despite being certified vegan.
One user wrote, “This is amazing marketing. I had to check if it was April 1st for a second. It’s not, which makes me love this even more. On brand with your price point business model. Well done. We like the creativity."
Another said, “Whoever on the team that came up with this deserves a raise. 10/10 marketing."
A viewer called it “the most clever brand campaign" they have ever seen.
A person questioned, “A vegan company doing this? Please explain! Most of us are very confused!!"
“What about the fact your products are cruelty-free and vegan… This doesn’t exactly support your ethos. Disappointed," read another comment.
Frustrated with the marketing stunt, an individual remarked, “I have been supporting this brand because it’s supposed to be cruelty-free. This is such a tone-deaf marketing move, wow."
The bird flu outbreak has severely impacted the US poultry industry. The H5N1 strain has been found in more than 166 million birds as per LRT.
Amid the shortage, the Trump administration plans to import eggs from Turkey and South Korea, BBC reported. Officials confirmed that discussions were on with other countries to bring down record-high prices for consumers.
“We are talking in the hundreds of millions of eggs for the short term," Agriculture Secretary Brooke Rollins said at the White House.
Earlier, the US approached Lithuania, Denmark, Finland, Sweden and the Netherlands for egg imports.
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