Widespread media coverage followed the launch of British Egg Week earlier this month, says the British Egg Information Service. This year’s promotion was launched by the joint talents of Antony Worrall Thompson and Howard Helmer, world record breaking omelette maker.
The main focus of British Egg Week 2003 was the launch of a new initiative encouraging consumers to eat ‘An Egg a Day’. The campaign kicked off with a media breakfast and photocall with Antony Worrall Thompson at the ‘Boiled Egg and Soldiers’ restaurant in South London, followed by a series of regional radio interviews.
Celebrated omelette maker Howard Helmer arrived in the UK for a two week tour to deliver the egg a day message in his own indomitable style, which saw him regale a wide range of TV celebs including Terry Wogan and Gaby Roslin on the Terry and Gaby Show, and Philip Schofield and Fern Britton on This Morning.
Other activity for British Egg Week included the launch of a tailored website, eggaday.co.uk, along with point of sale and bespoke packaging.
Andrew Parker, Chairman of the British Egg Industry Council, said: “British Egg Week proved the perfect launch pad for the ‘Egg a Day’ message with widespread coverage across a variety of media.
“We are really pleased with the response of the media, and hopefully this will give us something to build on as the campaign gains momentum.”
