Industry prepares for British Egg Week

The British Egg Information Service is gearing up for October’s British Egg Week, disseminating a range of point-of-sale material to retailers under the theme of “Time for Eggs”.

TV chef Paul Merrett is fronting the campaign. Leaflets, posters, trolley advertising and website promotions highlighting Paul Merrett’s recipes and tips will be featured by Aldi, Asda, Iceland, Marks & Spencer, Morrisons, Sainsbury’s and Tesco to encourage consumers to buy and use eggs.

The Time for Eggs marketing campaign also includes a media programme, and a special British Egg Week website has been developed.

Leading consumer magazines featuring eggs ahead of British Egg Week – which runs between 4 and 10 October – include Hello!, Delicious, Essentials and Chat. Advertorials are also appearing in key titles including BBC Easy Cook.

“October is traditionally a strong month in terms of egg sales, and we are expecting the British Egg Week point of sale and media campaigns to add excitement and interest in the category,” said British Egg Industry Council chairman Andrew Parker.