TV chef to head up British Egg Week

TV chef Paul Merrett will be encouraging consumers to find “Time for Eggs” as he heads a major marketing programme for British Egg Week 2010, which runs 4-10 October.

Paul Merrett, best known for showing shoppers how to cut food bills on BBC’s Economy Gastronomy, will urge consumers to view eggs as an easy, inexpensive and healthy meal solution via advertising, in-store promotions, an editorial programme and a new website.

Timeforeggs.com will be packed with hints, tips and recipe ideas from the top chef, who has devised a new range of modern egg recipes especially for the campaign. An exclusive competition will see consumers counting eggs to win signed copies of Paul’s latest cookery book.

The website is launched in conjunction with live cookery demonstrations by Paul Merrett at consumer magazine houses this month. The events mark the start of a major media campaign that will include an advertorial in BBC Easy Cook magazine, as well as editorial recipe features in women’s magazines.

To encourage consumers to choose eggs at point of sale, Paul’s recipes and tips will feature on fixtures and shopping trolleys in all major multiples this autumn. Banners, leaflets and posters are all part of the campaign, which also extends to online activity.

Andrew Parker, chairman of the British Egg Industry Council, said: “British Egg Week 2010 is set to be bigger and better than ever before, and Paul Merrett is a cracking choice to lead the campaign. His name has become synonymous with quick, easy and economical meals, which is what cooking with eggs is all about.

“We are confident his involvement will help drive sales in the run-up to British Egg Week.”