Expert Mode: Building an Authentic Brand Without Sounding Self-Righteous
This article was based on the interview with Featuring insights from Phylis Rothschild, Chief Marketing Officer at Pete and Gerry’s by Greg Kihlström, MarTech and AI keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
In a time when consumers are buying into values as much as they’re buying products, authenticity has become the holy grail of brand strategy. The problem? Too many brands treat authenticity like a checkbox—or worse, like a costume. That’s where Phylis Rothschild, CMO at Pete and Gerry’s, offers a refreshing counterpoint. With a background in consulting at McKinsey and a new mission in the egg aisle, she’s helping a 20-year-old brand scale purposefully—without losing its soul or falling into the trap of performative marketing.
Pete and Gerry’s is the first humane-certified, B Corp-certified egg producer in the U.S., and Rothschild’s job is to make sure that message is communicated clearly, consistently, and creatively. In this conversation, she lays out a blueprint for what true brand authenticity looks like, how to connect with value-driven consumers without sounding opportunistic, and why even education about egg production can (and should) include a sense of humor.
Don’t Say You’re Authentic—Be It (And Prove It)
Brand authenticity doesn’t come from a tagline. It comes from what a company is willing to invest in behind the scenes. At Pete and Gerry’s, the mission shows up in more than just ad copy—it’s built into the supply chain.
“This isn’t just about a messaging play for us. It is truly doing what we say and saying what we do,” Rothschild says.
From being the first humane-certified egg producer in the U.S. to working with nearly 300 small family farms, the company backs its claims with credentials and transparency. That credibility allows the marketing team to lead with facts—like the differences between free range and cage-free eggs—without sounding preachy.
But Rothschild is also clear about the risk of trying too hard. Brands that jump on every trending topic or try to mimic the tone of the internet’s latest meme usually miss the mark.
“You don’t have to post about everything. You don’t have to lecture. You don’t have to speak down to consumers. You can be authentic and still have a sense of humor.”
That balance is essential. Especially in a category where trust matters and misinformation runs deep.
Know Your Customer—Then Speak Their Language
Rather than speaking to “the consumer,” Rothschild’s team speaks to three very specific types of premium egg buyers:
- Ellie – A values-driven mom who cares deeply about doing right by her family, the planet, and the animals. For her, the Nellie’s Free Range brand offers accessible pricing and a message of kindness and quality.
- Beth – A health-focused shopper who sees “organic” as a shortcut for purity and wellness. The Pete and Gerry’s Organic line is crafted to connect with her clean-label expectations and nutrition goals.
- Heather the Hen Hugger – A deeply informed animal welfare advocate who knows the difference between 108 square feet of pasture and 18. For her, the Pete and Gerry’s Pasture Raised brand leads with transparency and ethical rigor.
This level of segmentation informs not just messaging, but product development, pricing, and packaging. It’s also a hedge against generic marketing.
“You don’t just assume. You do the work to understand who they are and what they value,” Rothschild says.
The goal isn’t to lecture—it’s to meet customers where they are, and offer them language, imagery, and stories that reinforce their own beliefs.
Educate Without Preaching (and Make the Worm Your Spokesperson)
Eggs are surprisingly misunderstood. Most consumers think “cage free” means outdoor access. It doesn’t. In fact, many cage-free hens never see daylight. Rothschild’s team works to correct those misconceptions—but with a light touch.
One standout campaign introduced a spokesworm to narrate life on a Pete and Gerry’s organic farm. The worm described dodging hungry hens, soaking in the sun, and living in luxurious soil—before realizing he was part of the menu. The result? A hilarious, memorable campaign that managed to explain animal welfare, outdoor access, and organic standards in under a minute.
“No one needs a PhD in egg science to make an omelet,” she says. “So we mix in humor, whimsy, and keep it relatable.”
This tone keeps the brand accessible, even when it’s dealing with serious issues. Whether it’s educating consumers on price discrepancies driven by avian flu, or highlighting the visible differences in yolk color and shell strength between commodity and premium eggs, the goal is to inform without condescending.
AI Helps—But Only If It Doesn’t Kill the Brand Voice
Rothschild’s team uses artificial intelligence (AI) primarily behind the scenes—for segmentation, personalization, and content generation at scale. But she’s cautious about relying on it for customer-facing content.
“The danger is when messaging starts to go off-brand. You lose your tone. You start sounding robotic.”
AI is a tool, not a voice. It can help speed up analytics, shorten response times, and test creative, but it shouldn’t replace the hard-earned voice of a brand that customers trust. Especially one that has built that trust through transparency and mission-alignment.
That said, she acknowledges the efficiency gains AI brings. Whether it’s faster customer service replies or tailored messaging for each audience segment, automation is helping her team focus more on the high-impact work and less on repetitive tasks.
Conclusion
In a world where brands scramble to be “authentic,” Phylis Rothschild reminds us that authenticity isn’t something you claim. It’s something you demonstrate, every day, in ways both big and small. From the company’s first-in-category certifications to their goofy spokesworm, Pete and Gerry’s lives its values while finding ways to stay fun, relevant, and consumer-first.
Her advice to marketers is clear: know your audience, speak their language, back up every message with substance, and never underestimate the power of tone.
Because when it comes to building consumer trust, no one wants to be lectured.
But everyone loves a good egg.
