THE NEW ‘WonderEgg’ campaign launched by British Lion eggs will deliver a £1.3m marketing boost towards driving the brand forward in the coming year.

Well-known Olympian and social media star Tom Daley will continue his role as British Lion egg ambassador and will front a digital advertising campaign on BBC Good Food, as well as creating and sharing inspiring Lion egg recipes with his seven million social media followers.

Tapping into the growing 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.

British Lion eggs will be the subject of weekly 60 second advertisements voiced by the hosts reaching an audience of which 79% are aged 18-34.

With millennials at the core of the new marketing campaign, young professionals and students will also be targeted through leading digital cookery channel, MOB Kitchen, with recipes on social media, Fresher Week activations and a presence in the new MOB cookery book to inspire cooking with British Lion eggs on a budget.

Best-selling author on baby food and nutrition, Annabel Karmel, will also team up with British Lion eggs to share recipes that are suitable for pregnant women, babies, toddlers and families. They will also feature on the world’s leading digital parenting resource Baby Centre, in Bounty pregnancy and parenthood magazine and in weaning videos.

The campaign will also maximise seasonal and calendar opportunities year-round across digital, social and print media as well as events.

Chairman of the British Egg Industry Council, Andrew Joret, commented: “Latest consumer research shows that Lion consumer awareness has increased to 79% 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.

“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,” he concluded.