Egg Farmers of Canada
Weekday Eggs

The Challenge

Research by the Egg Farmers of Canada revealed that most Canadians don’t make eggs for breakfast during the week. That perception has limited most at home egg consumption to Saturdays and Sundays. To reach their business goals, Egg Farmers of Canada needed to increase egg consumption by just one more day a week amongst women 25-54 and to get people to eat more eggs.

The Insight

The research suggested that people ate eggs only on the weekends. By making eggs sound like less work the agency would be able to get consumers to change not only their perceptions, but also their habits. How hard is it, really, to cook an egg? The agency needed a devilishly simple idea to make it look even easier.

The Idea

Altering someone’s preconceived notion of the most common everyday objects can make them more receptive to reconsidering those objects in a new light. The agency created a fictitious new ‘product’ called ‘weekday eggs’ and positioned them as the perfect breakfast food: “quick eggs for quick mornings”. Same eggs as people consume on the weekend, but with a new name.

The Plan

The brand launched a 30 second TV spot that poked fun at the very idea of ‘weekday’ eggs while showing how fast and easy it is to make them. It sent a food truck to Dundas Square in downtown Toronto to serve samples to passersby on their way to work and school, and asked them what they thought of the idea of ‘weekday eggs’ (some seemed suspicious, others agreed it was worth thinking about). That became a YouTube video. The team launched a Weekday Eggs website that had recipes – from simple scrambled eggs to poached eggs on guacamole toasts to make-ahead breakfast bowls – and all kinds of time-saving ways to serve them up. That in turn was supported by promoted conversations on Twitter and Facebook.

The Result

As a result of the campaign, nearly 5 million more eggs were sold by EFC than in the previous year. Other achievements include a 72% increase in web traffic, 62% increase in length of site sessions on egg related recipes, 51% increase in completed video content views, 31% increase in impressions (over 25 million total) and 153% increase in website click rate.