British Lion eggs partners with Olympic champion for 2021 campaign

By Éilis Cronin in Chilled 27th January 2021

British Lion eggs has launched a £1.3m marketing campaign for 2021 to “drive awareness of the Lion mark”, following research which found that retail sales of eggs are growing by 18.4% in the last year.

The company is continuing its partnership with Olympic diver Tom Daley, who will “continue his role as the figurehead for British Lion eggs”.

Daley will front a digital advertising campaign in partnership with BBC Good Food and Men’s Health magazine, as well as create and share Lion egg recipes on social media.

British Lion is also sponsoring food and health-focussed podcasts, which will “generate an estimate of 400,000 weekly impressions and reach an audience of which 70% are aged 18 to 34”.

A partnership digital food platform Tastemade will “help to encourage consumers to experiment with new ways to enjoy this versatile food”.

The company will also be partnering with nutritionist Charlotte Stirling-Reed, author Annabel Karmel, and food safety professional Dr Lisa Ackerley, as well as running an advertising campaign with netmums.com.

Andrew Joret, chairman of the British Egg Industry Council, said: “While retail sales have been on the up for more than a decade, last year we witnessed an incredible increase in egg sales, due to lockdown.

“Healthy, quick and easy to cook, as well as versatile, consumers are using eggs as a meal solution throughout the day, which gives us a fantastic opportunity to try to maintain those consumption levels throughout this year and beyond.”