You Have Eggs. You Have Everything.

The Setup

Egg Farmers of Canada and Rethink just launched “Eggs Everywhere,” a campaign designed to crack eggs out of the breakfast-only box. The idea is simple: if you have eggs, you already have lunch, dinner, or a snack sitting in your fridge.

Bright visuals, playful egg-shaped cues, and the repeating line “You have…” turn eggs from a forgotten staple into the ultimate mealtime fix. It’s marketing by reminder, designed to shift eggs from commodity to everyday solution.

The Breakdown

Egg Farmers of Canada | Rethink

Brand Positioning and Identity

Egg Farmers of Canada positions eggs not as a single-use breakfast staple but as an everyday, every-occasion food. The brand identity shifts from passive commodity to active solution: eggs as the “always available” ingredient that solves mealtime indecision.

Target Segment and Audience

The campaign zeroes in on young families and busy households. These are consumers who need fast, flexible, affordable meal options but often default to packaged or takeout choices. It also speaks to a broader demographic that under-consumes eggs (fewer than six per week) but is open to eating more if reminded of their versatility.

Messaging and Storytelling

The storytelling is simple, playful, and anchored in repetition: “You have eggs. You have a snack. You have lunch. You have dinner.” By repeating the phrase, the campaign reframes eggs as a constant solution, breaking them free of their breakfast-only mental slot. Egg-shaped visuals in everyday life, from hair to laundry piles, reinforce the message in surprising ways, making eggs top-of-mind through humor and visual cues.

Experience and Journey

The journey starts with awareness. Reframing eggs from a forgotten staple in the fridge to a meal-ready solution. It then moves into habit-building, encouraging consumers to think of eggs at multiple eating occasions across the day. Recipes, tutorials, and social integrations guide the consumer toward inspiration and execution, turning “I don’t know what to eat” into “I have eggs.”

Egg Farmers of Canada | Rethink

Community and Culture Insight

Culturally, eggs are universal, affordable, and already present in nearly every Canadian household. The problem isn’t availability, it’s perception. By showing eggs as snack, lunch, and dinner, the campaign taps into a culture of convenience and the shift toward versatile, budget-friendly meals. It also leans on Canadian pride in local farming, reframing eggs as both a domestic product and a modern solution.

Differentiation and USP

Eggs aren’t new. The differentiation lies in framing. The USP is their constant presence in the fridge combined with their unmatched flexibility. Unlike other proteins, eggs cross all dayparts, prep styles, and dietary categories. This campaign turns that versatility into a formalized pitch: eggs are the one ingredient that can cover it all.

Design Language

Visually, the campaign is bold, bright, and playful. Egg-shaped speech bubbles carry the core message, tying language to visual metaphor. Everyday cues are turned into reminders, giving the campaign a sense of humor and approachability. The design simplifies the message into something that feels universal, iconic, and unmissable in both outdoor and digital formats.

The Marketing Pitch

If you have eggs, you have everything. The campaign sells eggs not as a product but as a guarantee. The solution that transforms indecision into action, any time of day.