When I first heard that the British Egg Information Service had been banned from screening its famous 'Go to Work on an Egg Campaign', because eating eggs on a daily basis does not constitute a varied diet, I thought it was bit of a blow for the poultry industry.
But I am now starting to think it is actually a bit of coup.
The story has generated a mass of publicity for eggs - all of which is very positive. It has actually raised the profile of eggs in a way that screening the Hancock adverts probably wouldn't have managed.
Consumers recognise that the ruling is a bit of PC nonsense and a responding in a very mature way.
A colleague who travelled into work listening to Radio Five Live this morning said loads of people were ringing in to say it had prompted them to have eggs for breakfast.
One caller had also pointed out that a certain cereal company ran a campaign encouraging people to replace two meals a day with cereal for two weeks in order to lose weight. Doesn't strike me as the most varied diet either...