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.