The Egg Farmers of Canada’s quest to inspire alternative, and ideally unlimited, egg-dining occasions continues with the backing of a new agency of record and fresh consumer insights.

Launched Tuesday, “Eggs Everywhere” is Rethink’s first work for the national organization since becoming AOR earlier this year. The campaign expands on the “Eggs Anytime” platform strategy introduced by Egg Farmers of Canada (EFC) in 2019.

Natalie Rumscheidt, director of marketing and nutrition at EFC, says internal consumer surveys have shown that more than half of Canadians consume fewer than six eggs a week. At the same time, nearly four in five said they’re open to eating eggs beyond breakfast, an insight that shaped the campaign’s push to turn occasional eaters into daily diners.

“They’re interested, but they are forgetful that they have this amazing product ready to go in their fridge,” Rumscheidt tell strategy. “What this campaign is really trying to do with some fun and friendly spots is remind them.”

Three 15-second videos use egg-shaped visuals from the everyday – a child’s building-block sculpture, a heap of laundry linens, a playful oviform hairstyle – to tip off protagonists about eggs’ potential as lunch, dinner and snacking solutions.

EFC is deploying media mix that includes TV, connected TV and digital ads, billboards, transit ads and a sampling event. An influencer rollout will further amplify the campaign that is targeting a demographic of young families seeking easy meal ideas for back-to-school season.

“Eggs Everywhere” was designed to integrate with EFC’s broader food-service and nutrition strategies, while funneling audiences to recipes and tutorials at eggs.ca, Rumscheidt says.

“We want to it to really encourage consumers at the moment of truth, whether that be at the grocery store or on the drive home or when you’re seeking meal-time inspirations, to keep eggs top of mind,” she adds. “So it’s a broad media mix, but it’s pulling on what has traditionally worked for us.”

North Strategic led social and community management, while Citizen Relations is handling experiential and influencer content set to roll out later this fall. Rethink managed media.

The “Eggs Anytime” platform was touched on numerous times during Cossette’s tenure as EFC’s AOR from 2013 to late 2024. Rumscheidt says Rethink was selected to build on that momentum and to develop a new brand platform for its Get Cracking brand.