The campaign aims to remind consumers of the versatility and health benefits of eggs at a time when egg consumption traditionally rises following a dip during the summer months.
The ‘Fast Food and Good For You’ TV campaign features quick and easy meal ideas, including a courgette frittata and a pizza omelette, and will target housewives. It is set to air during the revamped Daybreak show on ITV1 from October 1st.
Following consumer research showing a lack of egg cookery skills among young people – a YouGov survey shows that 35% of 18-24 year-olds have never poached an egg - British Lion eggs is also capitalising on the launch of Take a Box of Eggs (Eaglemoss, £9.99), the latest in the popular Dairy Cookbook series.
An advertising campaign in multiple retailer magazines, coupled with an editorial PR programme, will feature tempting ideas from the book, which showcases 100 egg recipes, ranging from much-loved classics to more adventurous soufflés and bakes.
The print campaign is accompanied by a social media drive encouraging twitter users and bloggers to swap recipe ideas.
A campaign microsite – www.britisheggweek.com – also features quick and easy meal ideas and dessert recipes as well as competitions and news about the campaign.