The Ordinary, a beauty brand known for its minimalist approach to skincare, has teamed up with MSCHF to address New York City's ongoing egg shortage in an unconventional way.
Due to widespread bird flu outbreaks, millions of hens have been lost across the U.S., leading to empty supermarket shelves and skyrocketing egg prices. Social media has been flooded with complaints from consumers struggling to find eggs at reasonable prices.
Last weekend, The Ordinary took an unexpected step by offering a dozen eggs for just $3.37 at its stores. The campaign was as simple as the brand itself—no elaborate promotions, just affordable eggs for everyday shoppers.
Announcing the initiative on Instagram, The Ordinary posted: “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.”
MSCHF, known for its disruptive and artistic approach to commerce, added its signature twist to the initiative, proving once again that creative partnerships can blur the lines between branding, marketing, and social commentary.
This collaboration is an example of how brands can step outside their industry to engage with real-world issues in a way that resonates with consumers. It’s a fascinating case of marketing meeting necessity—one that would surely spark conversations in the advertising and branding world.
