Eggland's Best, the U.S. market's leading fortified egg brand, has struck its first nationwide media partnership with Hallmark Channel, embedding product integrations and original recipe content inside the cable network's annual Countdown to Christmas programming block through December 22, 2026.
The deal marks a push by Eggland's Best to convert seasonal TV viewership into direct retail engagement — a strategy increasingly common among branded grocery staples competing for holiday basket share against private-label alternatives.
The Deal Structure
The collaboration centers on Makin' It Easy vignette spots airing within Countdown to Christmas, supplemented by a social content series featuring actress and producer Tamera Mowry-Housley. Mowry-Housley will develop and promote two original recipes — a Christmas Morning Egg Bake and Salted Caramel Chocolate Chip Cookies — through Eggland's Best channels. Registered Dietitian Dawn Jackson Blatner is also engaged to supply wellness-oriented recipe content, including a Hallmark Channel Holiday Movie Snack Board and a Sugar Cookie Protein Bark, targeting consumers focused on protein intake during the holiday season.
"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 making cherished family recipes," said Kurt Misialek, President and CEO of Eggland's Best. "We are very excited to partner with Hallmark Channel to merge two beloved seasonal traditions."
Sweepstakes Mechanics
Anchoring the consumer activation is the "Egg-citing Hallmark Holiday" Sweepstakes, open to U.S. residents 18 and older 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 will award $250 gift cards alongside merchandise and product. Bonus entries are available to consumers who submit original Eggland's Best-inspired recipes or food content at EBFamilySweeps.com, a mechanic designed to generate user content and extend organic social reach without additional media spend.
The prize structure — a $5,000 cash-equivalent top award with weekly $250 grocery-card prizes — is calibrated to drive repeat site visits across the seven-week window rather than a single entry spike, a tactic frequently deployed by packaged food brands to sustain campaign engagement over holiday programming cycles. For context on how egg brands are navigating shifting consumer demand and retail positioning this season, see our recent category analysis.
Why It Matters for the Egg Category
Eggland's Best positions itself on a nutritional differentiation story — six times more Vitamin D, 25.0% less saturated fat, more than double the Omega-3s, and ten times more Vitamin E versus conventional eggs, according to the company. Those claims underpin the brand's premium price positioning in a category that has faced significant retail price volatility over the past two years due to avian influenza pressures on supply.
Aligning with Hallmark Channel's Countdown to Christmas — which the network describes as a pop-culture phenomenon drawing millions of viewers annually — gives Eggland's Best sustained linear television exposure at a moment when grocery consumers are actively planning holiday menus and entertaining occasions. The partnership also reflects a broader trend of CPG food brands activating around entertainment IP rather than relying solely on traditional retail promotional vehicles such as end-cap displays or FSI coupons.
Hallmark Channel reaches a predominantly female, 35-plus audience demographic that indexes strongly against premium grocery purchasing, making the network an efficient vehicle for a fortified egg brand seeking to reinforce household penetration during the highest egg-usage quarter of the year.
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.
