TV presenter Helen Skelton joins chef and fitness guru to lead £1m egg marketing effort
British Lion Eggs are looking to lay the groundwork for a profitable 2017 by recruiting TV presenter Helen Skelton as one prong of a triumvirate of celebrity backers that includes fitness guru Lucy Mecklenburgh and chef Simon Rimmer.
The trio will apply their expertise to promote the humble egg as a go-to staple for anyone with a New Year’s resolution that involves eating more healthily by highlighting egg-centric recipes and fitness regimens.
Andrew Joret, British Egg Industry Council chairman, commented: “Young people are eating more eggs, inhibiting factors are at an all-time low and there is more confidence than ever in the nutritional benefits of eggs. Add to this the anticipated recommendation from the FSA that pregnant women, babies and older people can enjoy runny eggs once more, as long as they are British Lion, and we’re in a good position.”
Centred on a website promoting egg recipes to the public, the push will include a custom pop-up restaurant showcasing a range of ‘one pot’ eggy treats. This will be accompanied by a social media campaign in which high profile bloggers will share their recipe tips on Instagram, Pinterest and YouTube.
The egg industry has long courted celebrity backers to get their message across, with the American Egg Board memorably signing up Kevin Bacon to their cause because ‘nobody knows eggs better than bacon’.