The American Egg Board is getting in on the Incredibles 2 hype with a commercial featuring the famous super family. What better way to grab people’s attention than with Pixar characters?

The spot opens with Mr. Incredible reading a note from his wife to feed the baby. He asks Jack-Jack how he would like his eggs, but Jack-Jack doesn’t know how to say it, and becomes increasingly frustrated.

The promotion ends with a link to the Egg Board’s website, fittingly called The Incredible Egg. The website currently features seven different egg recipes inspired by different Incredibles characters, including Jack-Jack’s multiplied deviled eggs and Mr. Incredible’s clobbered egg avocado toast. The goal of the promotion is to increase demand for eggs and egg products on behalf of egg producers in the United States.

Whether or not eggs need advertised, the Egg Board has definitely found a fun and creative way to do it. If only the rest of us had the capital to conduct a campaign with popular Pixar characters.