Egg industry launches £100,000 ‘food porn’ ads to crack Millennial market

British Lion eggs has launched a £100,000 digital ad campaign across major recipe websites BBC Good Food and Jamie Oliver to inspire millennials to cook with eggs more frequently.

The three-month campaign showcases two 10 second ‘food porn’ style videos of classic egg dishes, including Eggs Benedict and boiled egg and soldiers, and is expected to reach more than 1.5 million consumers.

‘Food porn’ is a popular social media nickname for glamourised photographs and videos of food often showing close-up images emphasising how juicy or delicious the item is.

Andrew Joret, British Egg Industry Council chairman, said: “The vibrant egg yolk is an iconic visual and a mainstay of any food-related images that are shared and used online.

Serving up an ad campaign with such unavoidable, appealing imagery across high traffic recipe sites where consumers are going to seek meal inspiration, is a recipe for success.

The advertising is part of the £1 million British Lion Wonder Egg marketing initiative, which has been headed up by diving champion and social media influencer Tom Daley.

The campaign is designed to increase the visibility of the Lion mark, and tap into the nutrition, health and versatility benefits of eggs.

The slogans ‘Great British moments with British Lion eggs’ and ‘Enjoy real eggs this Easter with British Lion eggs’ will run across the websites in portrait and landscape format.

Consumers will also be encouraged to visit British Lion’s website eggrecipes.com for more inspiration.