Egg Farmers of Canada’s latest campaign continues to promote the versatility of eggs.

The organization’s “Play by Play'” campaign initially ran during the Summer Olympics and is returning in September. Natalie Rumscheidt, director of marketing and nutrition at Egg Farmers of Canada, tells strategy that the organization wanted to showcase egg dishes that are easy to prepare at any time of day, beyond breakfast.

Rumscheidt says that promoting the versatility of eggs has been a successful strategy for Egg Farmers of Canada, which represents more than 1,200 regulated egg farmers. The aim is to continue shifting consumers’ mindset, specifically targeting light to medium egg buyers, which is defined by households that eat less than six eggs per week. It also targets consumers who think of eggs purely as a breakfast food.

The campaign is a key pillar of Egg Farmers of Canada’s overall marketing strategy and reaching its target audience, which spans Gen Z through to Boomers, Rumsheidt says.

“Summer is always a key timeframe for media from a sales perspective and we want to continue to keep eggs top of mind throughout the year,” she says.

The hero spot showcases home cooks, stadium cheering and energized commentators deploying phrases common to rowing, gymnastics, golf and for this fall, hockey.

The approach brings together the excitement of sports with the action of cooking delicious egg dishes, Rumscheidt explains, adding there are four French and four English spots.

The campaign is informed by insights from April that found Canadians have increased the number of meals they’re eating at home versus a year ago, stretching their food budgets. It’s also based on the insight that, for Canadians who are now eating more eggs, consumption has increased across other meals throughout the day: 40% more at lunch and 36% more at dinner.

The “Play by Play” campaign launched during Olympic Games coverage on CBC and Radio Canada television and digital, and will carry over into fall/winter sports programming. The campaign will resume next week through Dec. 1 on national broadcast, live sports, sports-focused connected TV, online video and social.

Rumscheidt says linear TV continues to deliver consistent and high reach for the organization, and that it continues to partner with Canadian athletes to promote #EggsAnytime through social media.

“We’ve loved how some took inspiration from the ‘Play by Play’ campaign for their recent posts, including [artistic gymnast/Olympic champ] Ellie Black with her very own perfect ‘flip’,” she says.

Cossette produced the ads and the media campaign was driven by Cossette Media, which leaned into contextual placements around the creative.