Dr Hilary Jones, the GMTV resident GP, has been recruited to “set the record straight on eggs and cholesterol” as part of a £250,000 Lion advertising campaign this spring.
The seasonal push is part of the £1m Lion Quality Eggs marketing programme for 2010 as a whole.
Advertorials containing advice from Dr Jones will feature in 14 leading women’s magazines including BBC Good Food, Prima, Good Housekeeping and She between April and June, according to the British Egg Industry Council (BEIC).
“The articles will remind key consumers that limits on egg consumption have been lifted and that there is no need to restrict intake,” said BEIC chairman Andrew Parker.
To support the advertorials, 240,000 leaflets giving the facts about eggs and cholesterol are also being distributed via GP surgeries across the UK.
Mr Parker said that the latest activity would build on the recent “Lifting the Limits” campaign, when it was announced that all major UK heart and health organisations had lifted limits on egg consumption, and on the recent report that dubbed eggs a “superfood”.