Get people to chow down on more eggs, more often. Sometimes, some brands will go straight to the source to challenge product perceptions.

For the Egg Farmers of Canada, the problem it faced was that people were choosing not to make eggs for breakfast during the time-starved week, instead saving them for the time-filled weekends. The solution was to make eggs sound like they’re actually less work to make than people are hardwired to think.

Working with Cossette, the organization created a fictitious new product called “Weekday Eggs” (that were, of course, just regular eggs) and positioned them as a quick solution for busy mornings.

The team promoted “Weekday Eggs” as a groundbreaking innovation in a TV spot that actually poked fun at the concept, while also showing how fast and easy eggs are to make. A food truck served samples to people on their way to work and school. And recipes and time-saving tips were housed on a dedicated website.

Encouraging people to rethink their habits unlocked more egg-eating occasions and, as a result, five million more eggs were sold during the campaign period. As a result, the campaign nabbed three SIA Golds for Acting on Insights, Awareness & Trial Breakthrough, and Changing Behaviour, as well as a Silver Reinvention.