Who: Egg Farmers of Canada, with Cossette for strategy and creative; Citizen for PR; Cossette Media for media.

What: “What’s Stopping You?” a new English and French campaign that continues the organization’s ongoing efforts to shift consumer perception that eggs are a breakfast-only food. It builds on the “Eggs Anytime” platform that debuted in 2019, while retaining the original’s quirky sense of humour.

When & Where: The platform launched on Monday and runs through the rest of the year, with creative elements including TV (with an emphasis on live sports and online streaming); targeted digital ads; billboard/transit ads, and a pop-up sampling event. Egg Farmers has also enlisted a roster of influencers to boost the message using the #EggsAnytime hashtag.

Why: The original intent of the “Eggs Anytime” platform was to get Canadians to consider eggs as being suitable for meal occasions other than breakfast, said Natalie Rumscheidt, director of marketing and nutrition with the Egg Farmers of Canada.

While the previous wave of advertising, using the “It’s Not Weird” positioning, promoted consumption across various day parts, “What’s Stopping You?” is specifically intended to get people to consider eggs for dinner, said Rumscheidt. “We still know there’s opportunity in the dinner day part specifically,” she said.

Earlier this year, a study of more than 1,000 people who eat eggs found that 71% are eating either the same amount or more for dinner than one year ago, while 41% of people who do not currently eat eggs for dinner indicated that they would be open to doing so. “That created an opportunity,” said Rumscheidt. “Eggs might not be top-of-mind for dinner, but if they’re open to it, [we said] let’s have this campaign shift that mindset.”

The campaign comes as egg consumption is on the rise, with 16% of people surveyed eating more eggs than they were a year ago, and consumption among that group increasing by up to six eggs per week. The “Eggs Anytime” platform played a key role in that increase, said Rumscheidt.

This campaign is specifically targeted towards light to moderate egg eaters, a broad subset of people ranging from young families and young professionals, up to and including boomers. The goal is to keep eggs top-of-mind among consumers, and specifically increase egg consumption around dinnertime.

Rumscheidt said that while eggs for dinner is “very normal” in certain regions, such as Europe and South America, it’s still considered “a little more unique” in North America.

How: While the “Your girlfriend looks like mom” visual from the first wave of “Eggs Anytime” advertising set a high bar for creative capable of resonating with consumers, the new campaign utilizes a similarly quirky approach that’s intended to have the same kind of stopping power, said Rumscheidt.

“[The creative approach] was definitely considered and thoughtful,” she said. “I think it’s an exciting opportunity to…bring some of the humour of the ‘It’s Not Weird’ campaign, and some of the same playful, comical situations [to the campaign]. Continuing with that is probably what Canadians are expecting and eager to see.”

The first of three planned ads in the campaign opens on the Chang-Martin family gathered together for a dinner made with eggs, while a voiceover touts their meal’s nutritional value and versatility. The family looks on aghast—and in slight discomfort—as an old couple (presumably his wife’s parents) can’t stop canoodling. “There’s nothing stopping them—not even a couple of lovebirds,” says the voiceover.

“It’s fresh and new and brings a slightly different message with the same tone of the previous campaign,” said Rumscheidt of the creative approach. “It’s not too far of a stretch [from the original advertising], but it does get to shine with its own light and its own goal.”

And we quote: “We’re excited to bring so many creative twists and playful scenarios forward to reframe how consumers think about eggs. We know that eggs can easily lend themselves to quick, nutritious meals—and with this campaign we’re looking to boost egg consumption by encouraging Canadians to reach for eggs more often in the evening.” — Natalie Rumscheidt, director of marketing and nutrition, Egg Farmers of Canada