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‘What’s Stopping You’ campaign has Canadians rethinking eggs for dinner

Picture this: A dinner that’s not only versatile and nutritious but also as simple as cracking an egg. Yes, we’re talking about eggs for dinner!

Our new ad campaign is asking Canadians, “What’s stopping you?” from serving up eggs for dinner. Featuring the much loved Get Cracking® brand, this latest initiative builds on our award-winning Eggs Anytime marketing platform and the original ‘It’s not weird’ ad campaign promoting eggs for any meal, anytime.

At the heart of the campaign lies a powerful message: Challenge the status quo of dinner choices and embrace the versatility, simplicity and nutrition in eggs.  

“We’re excited to bring so many creative twists and playful scenarios forward to reframe how consumers think about eggs,” explains Natalie Rumscheidt, Director of Marketing and Nutrition at Egg Farmers of Canada. “We know that eggs can easily lend themselves to quick, nutritious meals—and with this campaign, we’re looking to boost egg consumption by encouraging Canadians to reach for eggs more often in the evening.”

Launched in the spring of 2023, this playful and funny Get Cracking® campaign is already making waves nationwide. Strategy Online and Canadian Grocer are among those celebrating its success, but the excitement doesn’t stop there. 

The ads promote a variety of eggs for dinner dishes available via, like these Quinoa Veggie Bowls with Tahini Dressing.

In a recent takeover of Union Station in downtown Toronto, commuters found egg-cellent treats, laughs and chats. They also asked the question that begged to be answered: “What’s stopping you?” This inspired lively discussions about dinner recipe ideas and our favourite egg puns.

So, what’s stopping Canadians from having eggs for dinner? One person had not considered eggs for dinner and others had always thought of eggs as a breakfast-only food.

Experiment with a new recipe or revisit old favorites and don’t forget to share your creations on social media using the hashtag #EggsAnytime. For more inspiration, an array of recipes, how-to tutorials and meal ideas, visit