Lion Quality eggs
gave donations to Sparks (Sports Aiding Medical Research for Kids) for every recipe booklet requested.
As part of the campaign, novelty packages that roared like a lion when opened, were distributed by the British Egg Information Service
. The packages contained sports-ball ‘eggs’ rather than real eggs.
Kevin Coles of the British Egg Information Service said that support from retailers was unprecedented. â€œThis is better than before – retailers seemed to have embraced it this year.â€
Andrew Parker, chairman of the British Egg Industry Council
, said: â€œBritish Egg Week has again exceeded expectations. The year the retail trade really responded to the Sporting Eggsellence theme and all ran point of sale materials to support the campaign.â€