Eggs may be the single most important food in our daily diets that is most often taken for granted by most of us. We don’t question their price, worry about their availability or concern ourselves about their quality. We just reach into the fridge or the supermarket cooler and grab them…
But the Egg Farmers of Canada are out to change that. The national non-profit organization whose self-imposed quest is to promote Egg consumption is undertaking its first new campaign to raise awareness of the versatility of Eggs since well before the millennium.
The new Get Crackin’ slogan
Remember the long-running Get Crackin’ promotional program under which the national Egg awareness organization sought to raise the profile of Eggs in the average person’s mind, and demonstrate the Hen Fruit’s natural versatility and wholesomeness? Remember the slogan Eggs: They’re Not Just For Breakfast Anymore ? The latest effort from The Eggs Farmers of Canada revives the former and amps up the latter with the slogan, “Eggs Anytime: It’s Not Weird” and a series of ‘bold and funny ads’ across all media platforms.
“We want to reframe the way Canadians think about eggs,” says Judi Bundrock, Chief Marketing and Communications Officer for Egg Farmers of Canada. “Eggs have long been loved as a breakfast favourite and this campaign is about getting Canadians to question why they can’t enjoy eggs at any time of the day. With consumers increasingly looking for whole, healthy protein sources, the new campaign encourages Canadians to enjoy eggs at new meals, including lunch and dinner.”
The official news release explains: “The creative material […] takes a humorous approach and features a number of weird situations juxtaposed with eating eggs outside of breakfast. The comparison challenges traditional thinking around meal occasions and underlines that eggs can be the main feature of dishes anytime during the day, on any day of the week.”
Fittingly, the new media campaign spotlights updated recipes, “… [f]rom a trendy Egg and Mushroom Tartine for lunch to a one-pot Shakshuka dish for dinner,” designed to generate interest among younger folks whose tastes are more cosmopolitan and international than their forbears.
It’s got me thinking…
I’ve been advocating in support of Eggs for some time, even more since Eggs were vindicated by the scientific and medical communities as healthy in spite of previous, longstanding official claims that they were cholesterol ‘bombs’.
I often suggest certain breakfast dishes as candidates for alternative lunches or suppers. Chief among these are my Breakfast/Brunch Bake and all its myriad recipe relatives. A Bake is great for breakfast, lunch or dinner – even an intimate late-night supper accompanied by a glass of Champagne.
Eggs Benedict: A classic for Breakfast, Brunch or Lunch:
Why not for a light Supper, too? – Especially with
Smoked Salmon as pictured above…
There are lots of dishes (Casseroles, come immediately to mind) you can reheat from the night before, that can be refreshed and/or upgraded from sides to mains by the addition of Fried or Poached Eggs on top.
Omelets are part of many global cuisines and can easily be elevated to mains from ‘light lunches’ with the addition of hearty Proteins, Cheeses and other umami-ful ingredients.
Speaking of Lunch, don’t forget Egg Salad! It’s even tastier with Bacon Bits and a sprinkle of your favorite Herbs…
And there are many dishes from Asian and other cuisines whose traditional recipes call for Fried or otherwise-prepared Eggs. Indonesian Fried Rice (Nasi Goreng) and a variety of Thai Noodle dishes are traditionally served with a Fried Egg on top. The more you search, the more great international ideas you’ll find! And check out all the great recipe ideas at eggs.ca…
Full circle…
I usually serve something on Toast or a leftover, toasted Hot Dog or Hamburger bun for breakfast, even if it’s just Peanut Butter and Jam or Melted Cheese. I’ve been adding a Fried Egg and fresh Salsa Cruda to the latter for about the past decade, to make it more interesting to the taste buds and more substantial, nutritionally. Once you learn how to cook Eggs properly, you’ll look on them as fast,easy and even fun additions to, or bases for a whole host of great anytime meals!
Does this mean I’m ahead of my time, or that I never really gave up on Eggs in the first place, when the cholesterol scare blossomed a few decades back? Who cares? I’m glad to be in the forefront of the New Age Of Eggs in the 21st Century!
~ Maggie J.