Executive chef Martyn Nail urges the nation to wake up to eggs

The nation will be encouraged to 'Wake up to Eggs' this October with the launch of a major campaign for British Egg Week 2009.

Following research suggesting that consumers spend less than half the time eating breakfast than they did 20 years ago, British Lion eggs commissioned executive head chef at Claridge's Hotel, Martyn Nail, to create a series of seven egg-based breakfast recipes - providing a new way to 'Wake up to Eggs' every morning this British Egg Week.

British Egg Industry Council Chairman, Andrew Parker, commented: "Being time poor does not have to equal a poor diet. British Egg Week is the perfect opportunity for consumers to enjoy one of Martyn's breakfast recipes - particularly as the removal of limits on egg consumption means they no longer have to worry about how many eggs they eat."

To support the campaign, British Lion eggs has launched a major PR initiative to increase awareness among consumers, including editorial media coverage in women's magazines, radio promotions, in-store activity and a new microsite.

Consumers will also have the chance to win a place on a special masterclass with Nail, learning top tips from someone who cooks around 6,500 eggs each week – nearly 350 thousand a year.

British Lion eggs has developed POS support for retailers and caterers, with leaflets, table-talkers and barkers scheduled to appear in major UK retailers during October.

British Egg Week runs from 5-11 October.

Words: Maria Bracken

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