Top chef and TV presenter Gizzi Erskine is spearheading a new £1 million British Lion eggs marketing campaign for 2011, helping continue eggs’ revitalisation with a collection of contemporary ’Meals in Minutes’ targeting busy housewives.
Gizzi’s role as an ambassador for eggs will see her spearhead a campaign promoting eggs in high-profile women’s magazines as well as using her style icon status to let lifestyle magazines know that eggs are back in fashion. The campaign is set to build on a successful period for eggs which has seen continuous year on year volume sales growth in recent years.
The Meals in Minutes campaign includes a trendy new website, which will appeal not only to the campaign’s core audience of housewives, but also encourage a new generation of consumers to get cracking with eggs. The new site, eggrecipes.co.uk/mealsinminutes, features a dozen new recipes by Gizzi Erskine, ranging from healthy ham, egg and chips to Indian scrambled eggs and Chinese fried eggs, with cooking times between just 1 and 12 minutes. Gizzi gets cracking to demonstrate several of the recipes in a series of videos which will appear on the site as well as being promoted via a range of websites including YouTube.
The Cook Yourself Thin presenter also highlights the health benefits of eggs as well as their suitability for people trying to lose weight.
"Gizzi is a perfect ambassador for British Lion eggs, as she is passionate about both eating healthily and using British ingredients," says Andrew Parker, Chairman of the British Egg Industry Council. "We believe she will make a real impact on our target audience and encourage them to experiment with new ways of cooking eggs."
The 2011 British Lion eggs campaign will also include activity reinforcing the health benefits of eggs targeting consumers, health professionals and a range of opinion-formers. Highlights include promotions with slimming clubs and young mothers.
British Egg Week 2011 in October will feature a strong ’Look for the British Lion’ message as the egg industry prepares for the ban on battery cages in 2012, and the threat of illegal imports of eggs and egg products from countries where producers are unable to meet the deadline.
