The British Egg Industry Council will launch The Eggs Factor next month - a marketing campaign aimed at finding 'the face of eggs'.
The move comes as BEIC looks to boost UK egg sales and convey the message that eggs are a modern, versatile food.
BEIC is calling for consumers across the country to come up with innovative recipes featuring eggs, with the best entrants going forward to a national cook-off during British Egg Week in October.
The competition will be launched through consumer food magazines, and the winner will receive £5,000 and have the chance to front next year's egg marketing campaign. Cash prizes are available for regional winners.
Discussions are under way over retail support for the initiative.
British egg sales are up 20.9% in value year-on-year to £635m [TNS]. Free-range non-organic is up 28%, and now represents 48% of total UK spending on eggs.
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