New Ads Lead £3.5m Lion Egg Marketing Campaign - UK - New TV advertisements will lead a £3.5m marketing campaign for Lion Quality eggs in 2006.

The new ads, which make their TV debut on 16th January, focus on the ‘Britishness’ and heritage of Lion Quality eggs, building on the current awareness level of more than 80% of housewives who recognise the Lion. Four executions are currently in production under BAFTA award-winning director, Ken Lidster.

The advertising will take a humorous look at British idiosyncrasies, such as queuing and ‘keeping up with the Joneses’, with the theme – “So Very British”.

And, for the first time, the British Egg Industry Council, who are funding the campaign, will run a heavyweight campaign on national primetime television, featuring ITV, C4 and C5 in its media schedule.

The TV campaign will be backed up by an extensive press advertising campaign, building on the “So Very British” theme, which will run in women’s magazines and the national press.

The TV ads are the highlight of a £3.5 million package to support Lion Quality eggs in 2006. Other 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 slimming with eggs; continuing activity to reach health professionals and schools; and advertising to reach caterers.

Andrew Parker, Chairman of the British Egg Industry Council, said: “Our initial research shows that consumers relate extremely well to the new Lion eggs TV campaign and we are confident that the advertising will endear consumers to the Lion.

“Our media strategy will ensure that we will be one of the heaviest TV advertisers during the first quarter of 2006 and we are confident that the marketing package will continue to drive both egg sales and awareness of the Lion forward.”

The ads can be downloaded from www.lioneggs.co.uk

Source: British Lion Quality Eggs - 16th January 2006