To encourage Chinese Canadians to eat more eggs, the Egg Farmers of Canada rolled out a brand platform to educate the target about the nutritional value of the food and sell the idea that it can be used as a healthy start to the day. Playing on the well-known Chinese proverb “It’s good to open a book,” the campaign introduced the tagline “It’s good to open an egg.” It used food art – positioning eggs as a sun – to sell the idea. The campaign ran across traditional and digital channels, as well as in-store (where microwave egg cookers were used as purchase giveaways). Advertorials and branded content also focused on the nutritional and health benefits of eggs.