Actress Michelle Keegan – who plays Coronation Street’s Tina McIntyre, but is set to leave the soap – is working with the British Egg Information Service to promote eggs.
Every year, British Lion Eggs recruits celebrities as part of a marketing drive aiming to up the consumption of eggs. Its focus for 2014 is pushing eggs as a central part of main meals – not just for breakfast.
Egg sales have been steadily increasing since 1988, when the then junior health minister Edwina Currie triggered a collapse in the market by claiming that most of the UK flock was infected with salmonella. Figures for 2013 to year-end put sales up by 3.4% – the equivalent of 170m more eggs sold.
Ms Keegan has been part of the Coronation Street cast since 2008 and her character, barmaid Tina, raised eyebrows recently by becoming tangled in an affair with show stalwart Peter Barlow. Producers have now revealed she is set to meet a grisly end in May, prompting speculation about whether she will be killed by somebody on the Street.
The British Egg Industry Council (BEIC) says that Ms Keegan will help the egg industry promote eggs by sharing her favourite egg recipes and tips on healthy eating.
“Michelle is a big star with a huge following, and luckily for us she’s also a big fan of eggs. We couldn’t be more delighted that she has agreed to work with us,” said Andrew Joret, chairman of the BEIC.
“I’m certain that she will help to reinforce the benefits of eating eggs with current consumers and encourage new consumers to start including eggs in their diet.”
Also helping Ms Keegan promote the Lion this year is celebrity chef Dean Edwards, a regular on ITV’s Lorraine.