File

Composed of three recipe booklets published by the Canadian
Egg Marketing Agency, this file documents advertising campaigns the
organization conducted in the 1970s and 1980s under the slogan "Get
Cracking." 

To convince Canadians to make eggs a regular part of their
diet, this national agency highlighted their tremendous versatility, simplicity
and affordability. In fact, one of the brochures is entitled Eggs for one,
Eggs for two, Eggs for four, Eggs for more… for pennies a crack and
features a photograph of a piggy bank on the cover. It underscores the
nutritional value of eggs, noting that they are a source of vitamins, minerals
and protein and thus an excellent substitute for meat.

Illustrated with numerous slick photographs, the booklets
paint a brand image of eggs as a festive, yet elegant food. With section
headings like "Terrific Toppings," "Fabulous Feasts" and
"Grande Finale," the table of contents of Eggs make it easy. Meals
in minutes clearly reflects this approach. Even so, the booklet also makes
the usual arguments for eggs: "In today’s fast paced world, stress,
fatigue and inflation are familiar to every home. Therefore, as proper
nutrition, speed and value become imperative, the egg emerges as a real
treasure. [...] Their limitless versatility lets you whip up a simple hearty
dish for one or an elegant menu for a crowd, all in just minutes." For its
part, Summertime… and the cooking is easy. Eggs to go… adopts a playful
tone to sell eggs as a fun, easy to prepare and transport food that enables
consumers to take full advantage of the joys of summer: "Eggs can add
pizazz to your barbecued burgers as well as your cool summer soups and beach
party sandwiches. With eggs you don’t have to swelter in the kitchen while the
fun is on the patio."

In addition to providing recipes, the booklets offer fun
facts and tips about eggs, like how to judge their freshness, the best way to
store them, how to make meringues and soufflés, making hard-boiled eggs and
pre-poaching eggs for later use. There is also a recipe for egg yolk shampoo
and instructions for making children's paint out of egg yolks and glue out of
egg whites.