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British Lion has announced plans to inject £1.3 million into its 2020 egg marketing campaign.

The ‘WonderEgg' campaign focuses on targeting students and young professionals to drive an awareness of the nutritional benefits and affordability of eating eggs produced under the British Lion scheme. 

British Lion is the UK's most successful food safety mark, with over 90 per cent of UK eggs now produced within its strict guidelines.

Olympic diver and social media influencer Tom Daley will continue his role as British Lion ambassador and will front a digital advertising campaign on BBC Good Food.

Andrew Joret, chairman of the British Egg Industry Council, said: "Latest consumer research shows that Lion consumer awareness has increased to 79 per cent and we are very excited about the programme for 2020 which is spearheaded by our fantastic ambassador Tom Daley in a year when he is representing Great Britain in the Olympics."

Educating

Tapping into the increasing popularity of podcasts, British Lion eggs will be partnering with ‘Table Manners', hosted by singer Jessie Ware, who entertains her 125,000 listeners a week with celebrity meals and conversation.

The brand will be the subject of weekly 60 second advertisements voiced by the hosts, reaching an audience of which 79 per cent are aged 18-34.

Mr Joret added: "We enter a new decade with the confidence that we are inspiring consumers with motivating messages around the nutrition, versatility and affordability of eggs and educating consumers about the highest safety and quality standards that British Lion eggs brings to UK consumers."

Millennials will also be targeted through leading digital cookery channel, MOB Kitchen, with recipes on social media to inspire cooking with British Lion eggs on a budget.

Annabel Karmel, best-selling author on baby food and nutrition, will also team up with British Lion eggs to share recipes that are suitable for women, babies, toddlers and families.

British Lion eggs has plans to continue educating target retail, food service and home channels with new research, coordinating experts, ambassadors and training across print, digital and social media.