Time for Eggs is the theme of the British Lion eggs £1m marketing campaign for 2010.
Following a period of good news for eggs, with salmonella being effectively eliminated from British eggs and the removal of limits on consumption, sales rose consistently during 2009. It was the third consecutive year of growth, equating to an increase of about 70m eggs over this period.
To build on this success, the 2010 campaign is set to highlight the growing relevance of eggs for today’s consumer. It will reinforce the health, cost, convenience and culinary benefits of eggs with high profile campaigns targeting consumers, health professionals and a range of opinion-formers.
British Egg Industry Council chairman Andrew Parker said: “British eggs have been a good news story over the past decade, culminating in this year’s sales growth and endorsement by health experts. We really do feel that it’s time for eggs and we intend to drive this message home to consumers and key opinion-formers next year.”
Next year’s campign will kick off with a series of advertorials appearing in a wide range of top consumer magazines to reinforce the successful “Lifting the Limits” campaign. Consumers will be reminded about the new advice on cholesterol and the removal of limits by all heart and health advisory groups.
The “Lifting the Limits” leaflet will also be distributed to 6000 GP surgeries, reaching 240,000 patients.
In addition, British Lion Eggs will publish a new research report next spring highlighting the nutrient density of eggs – showing the benefits of a food containing a wide range of vitamins and minerals, yet relatively few calories.
Consumers will also be encouraged to try new “meals for £1” recipes via the Eggonomics campaign and through a new initiative promoting microwave cooking with eggs.
Focusing on the health sector, the latest news and research on cholesterol and the health benefits of eggs will be promoted to GPs and other health professionals via specialist media. This will include a “Learning Zone” feature on the benefits of eggs in top nursing magazine Nursing Standard, as well as a direct mail campaign and British Lion eggs stands at key exhibitions.
The new Britegg website will be enhanced with the launch of specialist areas for health professionals and caterers, to bring targeted news and information on eggs to key opinion-formers.
Finally, the benefits of British Lion eggs will be highlighted directly to caterers and environmental health officers with a range of activity including a stand at the Chartered Institute of Environmental Health annual conference.