BRITISH LION Quality egg producers have signed their first ever sponsorship deal, becoming an official supplier to the Lions rugby tour of New Zealand this summer.

This is a key part of a new £4m marketing push which saw the return of Lion Quality TV adverts last month.

The British and Irish Lions side contains representatives from England, Scotland, Wales and Ireland and has traditionally only ever played test matches away from home.

The team, coached by Clive Woodward, who led England to World Cup success, will for the first time, play a home international at Cardiff‘s Millennium Stadium against Argentina, a resurgent side which recently beat France in Paris.

Andrew Parker, chairman of the British Egg Industry Council (BEIC), said: “We are genuinely excited to be sponsoring the British Lions.

“The sponsorship enables us to further raise the profile of Lion eggs and we are confident that we can use it to promote positive messages about eggs during the tour.

“We know that a number of the British Lions players eat a lot of eggs and we will seek to capitalise on this.”   

The British Egg Information Service is currently putting together plans to exploit the sponsorship, which already features on the Lion Quality eggs TV adverts which returned to the screens last month.

The ‘Make a meal out of anything‘ TV campaign is running on GMTV and satellite channels across the UK for the next eight months. For the first time this year, the British Egg Industry Council will be running a regional TV test with an even higher weight campaign.

Mr Parker believes this marketing push can deliver levels of growth for egg sales.

“We are also particularly pleased to be running a test in the Central region, covering 16% of the UK population, which will demonstrate the effectiveness of a prolonged heavyweight advertising presence.”