Success of 3.5m egg campaign

Since the launch of a £3.5m marketing campaign in January, the Lion egg marketing campaign, led by the “Fast food and good for you” advertisements, has made an immediate impact on consumers, according to the British Egg Information Service (BEIS).


With the advertising campaign now established in consumers’ minds, major online activity has been launched and will run until June.


Using websites such as Delia Online, Weight Watchers and Closer Diets, a mix of tailored banner ads and advertorials all reinforce the healthy eating message.


The online campaign has already created more than 2.5m page impressions with 6757 people clicking through to the Lion eggs website, said BEIS.


The prominence of the website on the ads coupled with the online campaign has resulted in a huge increase in visits to the Lion Quality eggs website with 600,000 visits in the first two months of the year – 300% higher than the same period last year.


The Pizza Omelette has, to date, been downloaded more than 100,000 times.


A busy Easter is also forecast with a variety of recipe features planned in consumer and regional titles.


Lion Quality eggs will also be taking the health message to health professionals by reaching approximately 12,000 delegates at four leading exhibitions throughout the year


Andrew Parker, chairman of the British Egg Industry Council, said: “After the success of last year’s campaign where the awareness of the Lion reached an all time high, it was important to maintain this momentum in 2007. 


“The new ads have reached more than a quarter of UK shoppers and they have reacted positively. With a number of high profile projects scheduled throughout the year, we will continue to drive growth for British eggs.”