Q. How do you increase sales of a grocery staple that is already in 95% of Canadian refrigerators?

A. An in pack, instant win promotion that had Canadians cracking eggs at record levels.

The big spike for eggs sales was created by partnering with Hockey Canada, providing star power and prizing. A mix of advertising and online media supported the promotion.

300,000 shoppers entered the contest and egg sales rose by 3% - that’s something to crow about.