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A new TV ad
positioning eggs, at just 80 calories each, as the perfect ingredient
for health and slimming, will lead a £3.5m marketing campaign
for British Lion eggs in 2007.
The new ad,
which will be complemented by re-vamped versions of the 'Fast food
and good for you' executions, launches on 1 January. The ad takes a
humorous look at fad diets, culminating with two women opting for a
healthy pizza omelette made with British Lion eggs.
The Lion eggs
advertising campaign will run nationwide from January on GMTV and
leading satellite channels. The TV campaign will be backed up by
online advertising, targeting leading women's websites such as Delia
Online, Raisingkids.co.uk and ivillage.
Other
marketing activity will include heavyweight PR campaigns to promote
the Lion, modern egg recipes and positive health messages through the
editorial media; POS support; the annual Crack an Egg Month and
British Egg Week publicity drives; publication of new research into
cholesterol and eggs; continuing activity to reach health
professionals and schools; and activity to reach caterers, including
direct mail.
Andrew Parker,
Chairman of the British Egg Industry Council, said: "This year's
TV campaign drove awareness of the Lion to an all-time high of 88 per
cent, while also maintaining the egg market growth. Next year's
objective will be to reinforce that awareness while driving market
growth still further.
"The
'Fast food and good for you' campaign has a proven record of
stimulating demand for British Lion eggs and we will be seeking to
ensure yet another year of growth for the egg market."
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