The Golden Egg Award
The award recognised the country with the most effective marketing campaign over the past 12 months.
The UKs PR and marketing strategy promotes Lion Quality eggs with the theme Fast Food. And Good for You. The Lion Quality mark now appears on around 85% of UK eggs. The heavyweight Lion campaign has been responsible for the high profile of eggs and increasing sales growth.
Highlights of the campaign in the last 12 months included TV advertising and a proactive PR campaign, generating record positive editorial media coverage, and targeting opinion formers including leading chefs, caterers and health professionals
Nexus Communications, which runs the British Egg Information Service, has been awarded a Gramia (The Grocery Advertising and Marketing Industry Awards), by leading trade publication The Grocer. The award was in recognition of the campaign that saw Edwina Currie give the thumbs up to the safety of British Lion eggs, almost 20 years after her comments on salmonella made her the bte noire of the egg industry.
Andrew Parker, Chairman of the British Egg Industry Council, said: We are delighted that the Lion marketing campaign has been given the recognition it deserves. The Lion campaign is responsible for the change in fortunes of the UK egg industry and we are justifiably proud of what we have achieved.
Amanda Cryer, Director of Nexus Communications and head of the British Egg Information Service, said: We are absolutely delighted to win these awards for our work with the egg industry. The BEIC has been a client for 20 years, and these awards represent formal recognition for how a long-term client-agency relationship can deliver tangible results from a truly integrated approach.
Source: British Lion Quality Eggs - 22nd September 2005