Reigning Olympic champion gymnast Max Whitlock is spearheading a crack team of high-profile ambassadors, in a £1m plus recipe marketing campaign with the theme #EggsMyWay to promote the culinary and health benefits of eggs in 2018.
Double Olympic gymnastics gold medallist Max Whitlock, and health and fitness experts The Lean Machines, will be kicking off the rolling programme of ambassadors, sharing hints, tips and recipes about cooking #EggsMyWay through traditional and social media. Further food, health and family focused ambassadors will be announced throughout the year.
With a combined social following of more than one million consumers, the multi-talented British Lion eggs ambassadors are well placed to influence a wide range of different audiences with a mix of informative, inspirational and engaging recipe videos, hints and tips across Instagram, Pinterest, YouTube, Twitter and Facebook.
Max Whitlock said: “For me, eggs are the ultimate superfood. Whether I’m training, travelling or enjoying some downtime, they are a key part of my diet.
“I’ve got a pretty hectic schedule so it’s important that I have access to protein-packed meals and snacks that are quick and easy to prepare, and taste good. Eggs fit the bill, and because they’re so versatile I never get bored.”
Andrew Joret, British Egg Industry Council Chairman, said: “Eggs are back in fashion, with sales soaring in recent years, and we’re encouraging some high profile egg lovers to share their favourite egg recipes as part of a marketing campaign to further drive consumption. With the recent change in egg safety advice, we expect sales to keep climbing in 2018.
“Young people are eating more eggs, inhibiting factors are at an all-time low, consumer confidence in the nutritional benefits of eggs is on a high, and there is room in the market for growth, so we’re one of the healthiest sectors of UK agriculture.
The recipe campaign will be supported by nutrition and food safety focused campaigns aimed at healthcare professionals and consumers, highlighting the new ‘runny eggs’ advice and promoting eggs as a perfect protein. A trade focused campaign will also highlight the new safety advice and reinforce the additional food safety values of the Lion.
