TV chef Paul Merrett is fronting the activity, which is part of British Egg Week. Leaflets, shelf barkers, posters, trolley advertising and web site promotions highlighting Paul Merrett's recipes and tips will be featured in a range of leading retail outlets to encourage consumers to buy and use eggs.

The 'Time for Eggs' campaign also includes a media programme and a special British Egg Week web site, live at www.timeforeggs.com. Leading consumer magazines featuring eggs ahead of British Egg Week include Hello!, Delicious, Essentials and Chat, and advertorials are appearing in key titles including BBC Easy Cook.

Andrew Parker, Chairman of the British Egg Industry Council, said: "October is traditionally a strong month in terms of egg sales, and we are expecting the British Egg Week point of sale and media campaigns to add excitement and interest in the category."

British Egg Week takes place between 4 and 10 October 2010.