Irvine's took its World Egg Day message out of the boardroom and into a classroom. The company staged the event on Friday, October 9, at a school at Lanark Farm. Pupils got a blend of nutrition education and poetry, with the local community drawn in as well. Everything was framed around this year's global theme, 'Protein that Powers and Protects'. The point of the theme is that protein does two jobs at once, fuelling the body and guarding health. Eggs fit that argument well, being an affordable source of complete protein, which is exactly the message Irvine's wanted children to absorb. Teachers turning lessons into verse made the health advice stickier than a leaflet ever would. For the company, the visit worked as both community outreach and a soft promotion of its product.