Agency old-timers in India would remember the campaign developed by Enterprise to promote consumption of eggs in India. It was on behalf of the National Egg Co-ordination Committee and it ran during the early/mid-80s. In a society where vegetarianism is prevalent, it was a daunting task to promote consumption of eggs. The campaign did it exceptionally well. I still remember the yellow-background print ads which had clever, witty lines that got the point across (‘The best square meal in the world’). The TV ad was popular for its jingle. Essentially it attempted to promote the egg eating habit by focusing on it wholesomeness. The execution made it a fun thing to do.
The New York Times reports of a campaign in the US, with similar objectives. Sponsored by the American Egg Board, the campaign is developed by Grey New York. 
The approach seems to be different here. The attempt is to say that an egg is the fuel to bring out superior performance. I like the visual metaphor of a broken egg shell showing a human being. But overall, I thought it was trying hard to please by saying everything and leaving nothing to the reader’s imagination.
On a separate note, creating demand for a category is one of the most exciting & toughest challenges in marketing communication. There have been several campaigns to promote consumption of everything from milk to diamonds to Lycra to lamb. Not many of have been successful.
A recent generic sell that caught my eye is from Australia. They have been running a campaign to promote consumption of lamb since 1999. The ‘We love our lamb’ campaign has turned around consumer attitudes and won several awards. Their recent effort is a tongue in cheek take off on ‘romantic films’ with the tagline ‘Falling in Lamb’! You can view the (funny) TVC here.
