British Lion Eggs has recruited TV presenter Helen Skelton and celebrity chef Simon Rimmer as part of a new £1m campaign promoting the health benefits of eggs as ingredients.
Joining existing brand ambassador Lucy Mecklenburgh, the celebrities will share their favourite egg tips.
A ‘one-pot’ egg recipe collection showcasing the versatility and nutritional values of eggs will also be created by Rimmer, and launched via an exclusive pop-up restaurant and featured on www.eggrecipes.co.uk.
“Egg sales went through the roof in 2016, following a strong 2015, and we’re expecting a similarly buoyant market in 2017,” said British Egg industry council chairman Andrew Joret.
“Young people are eating more eggs, inhibiting factors are at an all-time low and there is more confidence than ever in the nutritional benefits of eggs. Add to this the anticipated recommendation from the FSA that pregnant women, babies and older people can enjoy runny eggs once more, as long as they are British Lion, and we’re in a good position.”
The push will be supported by a social media campaign encouraging recipe-sharing among high-profile bloggers, as well as on the British Lion Eggs Instagram, Pinterest and YouTube channels.
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