Egg Farmers of Canada celebrates Lunar New Year with season one winner of MasterChef Canada Eric Chong

Egg Farmers of Canada welcomed the Year of the Rat with a campaign featuring innovative twists on classic egg recipes developed by MasterChef Canada’s Eric Chong.

Egg Farmers of Canada worked with Koo Multicultural, a division of Cossette, on the campaign, which engages first and second-generation Chinese Canadians featuring Chong’s egg focused recipes. Each egg recipe embodies a fusion of cultures and tastes to create an easy meal for the whole family to enjoy. The campaign highlights food art that recreates the Chinese symbol for good fortune 福 or ‘fu’ - a standard Chinese greeting, using eggs to welcome good fortune in the new year. A website featuring recipes and nutritional information is available in English, traditional and simplified Chinese. 

The campaign builds on the strong connection between Egg Farmers of Canada’s consumer brand, Get Cracking® and Chinese Canadians. This connection dates back to 2016, building on popular food art based campaigns that highlight the role of eggs in people’s lives. These campaigns have included in-store promotion, print advertising, digital media and Wechat, the leading Chinese-language social media platform.