The Incredible Egg has announced the biggest food discovery since the breakfast egg: the Dinner Egg. As part of a new campaign, The Incredible Egg and Energy BBDO created and released a mockumentary that explains the discovery and origin of the new food. Through farmer “testimonials” in the “documentary” you’ll see that egg farmers around the country started noticing their hens laying eggs at night — which grew into the phenomenon called the Dinner Egg.

The inspiration for the “documentary”, titled “Nightshifters: The Dinner Eggs Phenomenon”, comes from a study done by Russell Research. They found that 80 percent of Americans struggle to think about eggs served in any occasion other than breakfast. The Dinner Egg campaign disrupts the notion that eggs are only for breakfast and highlights the versatility of one of the most delicious, nutritious and easy to prepare sources of protein available. Dinner Eggs are flipping people’s ideas about eggs, literally and figuratively, in this new film.