The British Egg Products Association (BEPA) is launching a generic marketing campaign to promote Lion Quality home-produced egg products.
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The GBP100,000 (US$198,500) ‘Best of British’ campaign will be led by a new advertising campaign, with the producers of Lion Quality egg products targeting food manufacturers and catering companies with the ‘Buy British’ message.
The campaign highlights the benefits of buying Lion Quality egg products, stressing that they conform to a stringent Code of Practice with strict controls on feed, vaccination of hens against salmonella, an increased sensitivity of salmonella testing and more detailed traceability.
The advertising campaign will be backed by marketing support including direct mail and food manufacturer and retailer briefings.
BEPA decided to launch the campaign after research showed that imports have grown by 40% since 2001 and more than 50% of food manufacturers were currently sourcing imported egg products.
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By GlobalDataThe research revealed that more than 80% of consumers felt that using British eggs within manufactured products was important, but were unaware that almost a third of these products contain imported eggs.
“There appears to be a lot of confusion surrounding egg products and it is this that producers of Lion Quality egg products wish to address,” said BEPA chairman Clive Frampton. “Once manufacturers, retailers and consumers have the clear facts then the importance of sourcing Lion Quality egg products will become obvious.”
