British Lion eggs has launched a major new campaign to capitalise on the recent announcement by the Food Standards Agency that everyone can now enjoy runny eggs – as long as they have the British Lion mark on.
Pregnant women and the elderly can now safely eat runny or even raw eggs under new advice issued by the government’s food safety watchdog almost 30 years after the UK salmonella crisis.
Since the salmonella scare in 1988 the government had advised that vulnerable groups should avoid eating eggs that have not been fully cooked.
More than 90% of British eggs are now produced within the British Lion scheme, which requires producers to follow a stringent Code of Practice, including vaccinating their hens against salmonella, increased hygiene controls and salmonella testing, stamping a best-before date on the egg shell as well as on the box, and independent auditing.
The six-month campaign, which launched on 1 November, includes celebrity promotions to ensure that everyone in vulnerable groups gets the message that they can enjoy a dippy egg.
Eggs hub
Backing the campaign is weaning expert and celebrity, Annabel Karmel, who has launched a dedicated eggs hub on her weaning website with a collection of recipes to inspire mums to cook runny eggs for their little ones.
Mums are also being targeted with a six month long digital campaign on leading mother and toddler websites, Made for Mums and BabyCentre, alongside full page ads in Mother and Baby and Gurgle.
Nearly half a million mums-to-be will be told the good news through a leaflet included in “Bounty” packs, which are given to all expectant mothers through the GP service. And they will also see posters and 15,000 leaflets on display in 750 of the top GP surgeries across the country.
British Lion eggs is also targeting care homes with a campaign to get eggs back on the menu for elderly people. As well as stands at exhibitions and direct targeting of major care home groups, 20,000 care homes have been sent a new brochure highlighting the change in advice.
Andrew Joret, chairman of the British Egg Industry Council, says “The Lion scheme has maintained the highest standards for two decades to ensure the superior safety of British Lion eggs. Now is an important time to get the message out to key groups of consumers and their advisers so they can enjoy runny eggs again and benefit from the fantastic nutritional benefits they provide.”
