British Lion eggs are to return to TV for the first time in three years with the sponsorship of Ten Mile Menus, a new celebrity cookery show airing on ITV1 this week.
The campaign, worth an estimated £250,000, is the first TV sponsorship undertaken by the egg industry.
Eight sponsorship spots during each of the five hour-long shows will remind consumers about the British Lion brand as well as highlight contemporary egg dishes. Viewers who visit the Lion eggs web site will be able to find the featured recipes as well as opportunities to take part in competitions and an online poll linked to the show.
Ten Mile Menus will be on air every day at 17:00 from 26 to 30 July. Each show will be shot in a different location across the UK with two teams, each comprising a top chef and celebrity, competing each day to produce meals from food sourced within 10 miles of the location. The series is expected to be seen by four million UK housewives an average of six to eight times.
Locations include Rye in Sussex, Hitchin in Hertfordshire, Alderley Edge in Cheshire, Shepton Mallet in Somerset and Abergavenny in Wales.
Participants include Michelin-starred chefs, Paul Rankin and James Tanner, and a range of celebrities including TV presenter Jenni Falconer and sports stars, Phil Tufnell and Colin Jackson.
BEIC chairman, Andrew Parker, commented: "The programme represents a perfect fit for Lion eggs, showcasing the best of British food. It gives us a great opportunity to remind consumers of the British Lion brand as well as highlighting the range of quick and easy meals that can be made with eggs."
