A new TV ad campaign will lead a GBP3.5m marketing campaign for Lion Quality eggs in 2006. 

The new ads, which make their UK TV debut on 16 January, focus on the “Britishness” and heritage of Lion Quality eggs, the company said in a statement.

Four executions are currently in production under BAFTA award-winning director, Ken Lidster.

The advertising will take a humorous look at British idiosyncrasies, such as queuing, with the theme “So Very British”.

And, for the first time, the British Egg Industry Council, who is funding the campaign, will run a heavyweight campaign on national primetime television, featuring ITV, C4 and C5 in its media schedule.

The TV advertisements will be backed up by an extensive press advertising campaign.

Andrew Parker, chairman of the British Egg Industry Council, said: “Our initial research shows that consumers relate extremely well to the new Lion eggs TV campaign and we are confident that the advertising will endear consumers to the Lion.

“Our media strategy will ensure that we will be one of the heaviest TV advertisers during the first quarter of 2006 and we are confident that the marketing package will continue to drive both egg sales and awareness of the Lion forward.”