British Lion eggs is launching a series of exciting campaigns this autumn to build on a strong summer of egg sales. October sees the launch of British Egg Week, a campaign aimed at new mums and a partnership with Slimming World.
As part of British Egg Week (5-11 October), British Lion eggs is celebrating fifty years since the iconic ‘Go to work on an egg’ advert first aired. Four lucky schools have won the chance to recreate and star in a new version of the famous ad, with workshops taking place during British Egg Week. The ads created by the winners of the Eggs Factor competition, which challenged pupils to create an egg meal for a loved one or special occasion, will be showcased on the British Lion eggs YouTube channel.
A campaign has also been launched to remind new mums that there is no reason to delay the introduction of eggs during weaning. Advertorials in Community Practitioner and Nursing Standard, and top parenting websites, Mumsnet and Babycentre, will communicate that it is important for parents to introduce eggs at six months to ensure their baby doesn’t miss out on the nutrients in eggs, and also reduce the risk of the baby developing an egg allergy.
A partnership with slimming organisation Slimming World is also launching in October. Ten healthy egg recipes have been developed to inspire its 700,000 members and will feature on both the Slimming World website and in the Slimming World magazine.
As well as a 4-page recipe feature for British Egg Week appearing in Boost, the Scottish Slimmers magazine, there will also be a recipe feature on their website during the week and information in their members’ email newsletter which goes to 90,000 people. In the Scottish Slimmers classes that take place during British Egg Week course leaders will share messages about the health benefits of eggs for slimmers. Activity will also feature on the Scottish Slimmers Facebook and Twitter social media channels as well as on the forum page of the website, where members share information.
Andrew Joret, chairman of the British Egg Industry Council, said “Following a summer of bumper sales we are looking forward to a number of exciting projects in the autumn, including campaigns aimed at slimmers, new parents and kids. These projects will bring the benefits of eggs to a range of different consumers and help to grow the market even further.”
