Double world diving champion Tom Daley is to make a splash promoting Lion Eggs next year as part of a £1m marketing campaign to drive up egg sales.
Mr Daley, who specialises in the 10-metre platform event and is also a Olympic bronze medallist, will be the face of the #WonderEgg campaign, which has been designed to increase the visibility of the Lion.
The campaign will communicate the Food Standards Agency advice that runny eggs are safe for vulnerable groups, as long as they are Lion, and tap into the nutrition, health and versatility benefits of eggs.
Mr Daley has a strong social media profile and has 7 million followers and with a healthy lifestyle and interest in cookery as well as being a new Dad, he is well placed to influence a wide range of consumers.
The campaign is being launched simultaneously with an updated Lion Code of Practice. The Code has been future-proofed with new and improved auditing to ensure it withstands ongoing scrutiny and maintains the highest standards for the UK’s growing band of egg consumers.
Andrew Joret, chairman of the British Egg Industry Council, said the future was bright: “Egg sales continue to soar, driven by young consumers. Barriers to consumption have been removed, consumer confidence in the nutritional benefits of eggs is on a high, and there is room in the market for growth.
“With an exciting and focused marketing campaign set to launch, featuring high-profile influencers with a huge combined reach, the outlook is overwhelmingly positive. As an industry we can’t wait to get cracking and I expect to see sales continue to climb in 2019.”