British Lion eggs is opening a ‘Sunny Side Up’ pop-up café with celebrity chef Simon Rimmer and TV presenter Helen Skelton to launch a ‘one-pot’ egg recipes campaign for 2017. The café will be open on 24 and 25 January 2017 in Covent Garden, London.
As part of the launch, Simon Rimmer has created a menu of six healthy one-pot egg dishes for the pop-up café, showcasing the ease, versatility, speed and nutritional benefits of cooking with eggs to the public. The recipes, which include ‘The full Scandi’, a Scandinavian style breakfast dish, will also be available on www.eggrecipes.co.uk.
The ‘Sunny Side Up’ activity is also designed to show consumers how eggs can help to combat the ‘January blues’. A medium egg contains fewer than 70 calories and is naturally rich in vitamin D, which a lot of us lack in the winter months because our bodies can make little vitamin D when daylight hours are short.
Andrew Joret, British Egg Industry Council Chairman, said: “Egg sales have been sunny side up for a number of years but there is potential for further growth. We expect the new one-pot egg campaign, supported by our high-profile celebrity ambassadors Simon Rimmer and Helen Skelton, to help to drive that growth by highlighting the many benefits of cooking with eggs – nutrition, speed, convenience, versatility and taste.
“Pop-up restaurants are at the cutting edge of modern dining so the ‘Sunny Side Up’ pop up café experience offers us the perfect platform to launch a recipe campaign that is tailored to support modern lifestyles, creating a buzz among consumers, giving them the chance to meet the ambassadors, taste the food and share content across social channels.”