Young enterprising schoolkids from all over Scotland have been invited by the Poultry and Egg Society to help give Eggs a new image.
"Over the last decade, eggs have taken a real beating in the marketplace. We've seen Samonella outbreaks, bad jokes being cracked by rotten comedians, and even Hugh Fearnley Whittingstall couldn't whip us up more business for free range", said the Society Chief Eggman.
So the cream of Scottish kids were whisked off to a secret location and came up with some interesting ideas, and testing.
Coloured eggs seemed the most popular among the ideas, but injecting ink into the bird seemed cruel, but being considered.
(This animal welfare question was ducked by the spokesperson).
"One idea that is sure to make eggs fly off the shelfs is advertising businesses on the shell of the egg. We've been in touch with Epson Uk to make a prototype non-lazer printer and we'll take it from there", he grinned with a whitish smile.
We'll just have to wait and see what ingenious ideas come out from this, but the ideas were well received by the judging panel and all will go into the boiling pot, as the Society are not in the habit of putting all their eggs in the one basket, so to speak.
One troublesome schoolkid was sent home from the junket, apparently a bad egg, who'll no doubt have egg on his face for the rest of his life.
Expect more news around Easter 2009.