Lucy Mecklenburgh

The British Egg Industry Council (BEIC) has launched its 2015 marketing campaign, with TV’s Lucy Mecklenburgh recruited as an ambassador for Lion eggs.

Miss Mecklenburgh first found fame in scripted reality show The Only Way Is Essex – nicknamed Towie – but has since opened a fashion boutique and launched a fitness website.

Andrew Joret, chairman of the BEIC, said he was “delighted” at the appointment.

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“Lucy is not only a big egg fan, she’s a star with a huge following who is well known for her active, healthy lifestyle so she’s a great fit for our campaign.

“We’re delighted that she has agreed to work as an ambassador for British Lion eggs and expect that she’ll make a big impact by helping to reinforce the benefits of eating eggs, and encouraging new consumers to start including them in their diet more regularly.”

As part of the campaign, chef Paul Merrett has created 12 new recipes inspired by Miss Meckleburgh’s favourite ingredients. 

It forms part of British Lion’s strategy to increase egg consumption by encouraging their use as part of a main meal.