The Egg Farmers of Canada are cracking open a new campaign that aims more directly at the dinner occasion.

The industry group, which has been urging Canadians to try eggs outside of their breakfast routine for years, has launched a new campaign under its “Eggs Anytime” platform, titled “What’s Stopping You?” This time, Egg Farmers have dialed in their message specifically to target dinnertime.

“At dinner specifically, Canadians have been eating more eggs, but breakfast still reigns supreme and it’s not quite muscle memory for people to opt for eggs at dinner or in the evening,” Natalie Rumscheidt, director of marketing and nutrition at the industry group, tells strategy. “We’re trying to encourage that mindset and get people thinking of new ways to consume eggs at dinner.”

The campaign stems from market research conducted on a regular basis by Egg Farmers of Canada. Through that research, the group knows the majority of Canadians – 69%, to be exact – are continuing to eat eggs at the same rate they had been two years ago. This is good news for the Egg Farmers, because total egg sales had risen almost 10% at that time. But even better news is that an additional 16% of Canadians are now eating more eggs than a year ago, and most of those have increased their consumption by half a dozen eggs per week.

The goal with “What’s Stopping You?” is to specifically target “those light and medium egg consumers,” harnessing the data and feedback Egg Farmers of Canada has received through its research to convert them into medium or heavy consumers, respectively. Specifically, the organization is targeting single millennials, young professionals, young families and boomers, all of whom its nutrition-focused messaging resonates well with, Rumscheidt says.

The new campaign is “robust” and “integrated,” running across TV, connected TV, online and OOH, with more tactical reach to targeted audiences on digital, social, through app placements and influencer and sponsored content.

“We’re looking to deliver our key messages to those specific markets, and we’re also playing around with when consumers are planning what they’re making for dinner. We know a large number of Canadians don’t dinner plan more than two days in advance, and we’re keen to serve up our messages at the right times,” Rumscheidt explains. “It gives us a good opportunity to serve them the right message, or a specific recipe, that fits them.”

The campaign was developed with agency partner Cossette, which also handled the buy through its media arm. Citizen is handling PR and event activations.