Remember MTV’s Pimp My Ride? Inspired by the iconic 90s show, Egglife Foods has created Protein My Ride, decking out an SUV filled with all things Egglife.So when Egglife invited PRWeek to hitch a ride in the car, we knew it would be an egg-cellent opportunity to see the brand’s marketing strategy in action.PRWeek zipped through New York City traffic in the car this week while discussing Egglife’s social media marketing strategy and new roster of products with CMO Andrea Schwenk, who called shotgun.The brand – known for its egg white wraps with flavors including Everything Bagel, Roasted Garlic and Herb and Sweet Cinnamon – premiered its Protein My Ride activation on June 9 to show off its new grab-and-go options to content creator and writer passengers.The car was decorated with a purple bedazzled steering wheel, purple starlights and a disco ball fridge. Two of Egglife’s new grab-and-go egg white wraps chilled in the fridge: one with roasted garlic, herb pepperoni and cream cheese; and another with everything bagel seasoning, rotisserie chicken and cream cheese.Schwenk discussed the brand’s upcoming expansion into travel hubs including airports, its decision to add Fettucini Style Power Pasta made of egg whites to its product offerings and the inspiration behind the Protein My Ride activation. Watch the interview here:Egglife also gifted some fun swag to PRWeek. Watch the unboxing video here:View this post on InstagramA post shared by PRWeek (@prweek)This story first appeared on PRWeek U.S.