A new £1m marketing campaign to showcase the benefits of British Lion eggs will launch in January 2024.
With British Lion eggs approved by the Food Standards Agency (FSA) as safe to eat runny for all ages, the programme will be delivered via a range of popular social influencers, safety and nutritional experts and media partnerships.
The nutritional benefits of eggs will be communicated to families seeking ideas and inspiration to provide healthy and nutritious meals for their young family. Pregnant women and parents at the weaning stage will be provided with the FSA advice that they can trust British Lion eggs and include British Lion runny eggs in their diets and for their babies. Registered dietitian, Dr Carrie Ruxton, will reinforce the nutritional importance of eggs.
Social media influencers will be creating and sharing content throughout the year to drive awareness of the benefits, taste and convenience of eggs among young families. The campaign will see the launch of an @egg_recipes TikTok channel, unlocking access to the 28.9m monthly UK users, of whom 42% are parents. This will be complemented by the @egg_recipes Instagram account whose followers grew by 18% to 88,000 during 2023.
To reinforce the importance of retailers and foodservice sourcing British Lion eggs, food safety expert, Sterling Crew, will continue as an ambassador advocating the food safety aspect of British Lion eggs. Foodservice will also be targeted through professional chefs sharing advice, innovative recipes and inspiration.