British Lion eggs has announced a £1.3m marketing investment for 2020 to drive awareness and usage of eggs produced under the British Lion scheme. The ‘WonderEgg’ campaign focuses on millennials who are driving growth which increased by 3% in value and 3.5% in volume in 2019.
Olympic diver, foodie, parent and social media star, Tom Daley, will continue his role as British Lion egg ambassador. Daley, who has a profound interest in a healthy lifestyle, will front a digital advertising campaign on BBC Good Food, the UK’s No 1 food brand, as well as creating and sharing egg recipes with his 7 million social media followers.
British Lion eggs is tapping into the huge growth in podcasts by partnering with Table Manners, hosted by singer Jessie Ware, who entertains her 125,000 listeners a week with celebrity meals and conversation. British Lion eggs will be the subject of weekly 60 second advertisements voiced by the hosts reaching an audience of which 79% are aged 18-34.
Young professionals and students will also be targeted through leading digital cookery channel, MOB Kitchen, with recipes on social media, Fresher Week activations and a presence in the new MOB cookery book to inspire cooking with British Lion eggs on a budget.
Annabel Karmel, the best-selling author on baby food and nutrition, will team up with British Lion eggs to share recipes that are suitable for pregnant women, babies, toddlers and families. British Lion eggs will also feature on the world’s leading digital parenting resource Baby Centre, in Bounty pregnancy and parenthood magazine and in weaning videos.
The campaign will also maximise seasonal and calendar opportunities year-round across digital, social and print media as well as events.
Andrew Joret, Chairman of the British Egg Industry Council, says: “Latest consumer research shows that Lion consumer awareness has increased to 79% and we are very excited about the programme for 2020 which is spearheaded by our fantastic ambassador Tom Daley in a year when he is representing Great Britain in the Olympics.
“We enter a new decade with the confidence that we are inspiring consumers with motivating messages around the nutrition, versatility and affordability of eggs and educating consumers about the highest safety and quality standards that British Lion eggs brings to UK consumers.”
British Lion eggs will be educating and inspiring target retail, foodservice and care home channels with new research, motivating experts, ambassadors, education, training and advertising across print, digital and social media as well as at exhibitions and events.