A major £1m trade and consumer marketing campaign highlighting the benefits of consuming British Lion eggs is launching in 2025.
Led by a new partnership with high-profile British actress and comedian Ellie Taylor and supported by a range of popular influencers, food safety and nutritional experts, British Lion eggs will showcase eggs as the ‘no-brainer’, nutritious food choice for all ages.
The programme will communicate the benefits of British Lion eggs as the perfect mealtime solution and key brain food for various life stages, from babies to older age. It will also deliver the message that eggs are quick, easy and great value for money for millennial families who are seeking ideas and inspiration to provide healthy and nutritious meals.
Pregnant women and parents at the weaning stage will be provided with the FSA advice that they can trust British Lion eggs to be consumed runny. Registered dietitian, Dr Carrie Ruxton, will reinforce the nutritional importance of eggs for these audiences.
Ellie Taylor will be lending star appeal to the campaign through a series of comedy sketches centred on family teatimes which will be rolled out across British Lion eggs’ social channels and via the media. Additionally, across Instagram and Tik Tok, a group of influencers with a combined followership of more than a million, will be creating inspiring and amusing content throughout the year for young families.
Mark Williams, British Egg Industry Council Chairman, says: “Eggs are perfect for families looking for easy, nutritious, and affordable meals whatever the time of day and are a key brain food for all ages. The FSA advice that British Lion eggs can be consumed runny also means they can be enjoyed by the whole family.
“With consumer demand for eggs continuing to grow (+5.7% 52 w/e 3.12.24), supported by a significant increase in the UK laying flock, and capacity available, there is a great opportunity for retailers to build on positive sales from 2024.
“The assurance provided by the world-leading British Lion Code, in addition to the exciting new marketing campaign provides the perfect platform to drive increased consumption of British Lion eggs through 2025 and beyond.”
As part of the campaign, British Lion eggs will continue to highlight to the trade the importance of sourcing British Lion eggs, with food safety expert, Sterling Crew, advocating the food safety credentials of British Lion eggs. Foodservice companies will also be reminded of the importance of British Lion eggs through partnerships with food safety training bodies, professional chefs sharing advice and innovative recipes.
