British Lion Eggs – Pregnancy
Safe for mums and tiny tums
Re-educate consumers on eggs and reposition them as nutritionally valuable for pregnant women and weaning.
The Challenge
EARN IT. Strategy
After years of lobbying the Food Standards Agency agreed to change their advice on needing to fully cook eggs for vulnerable groups, saying this was no longer necessary if they carried the British Lion mark.
The initial change in advice was communicated through news generation, strategic PR, partnerships and via HCPs and parent influencers.
Momentum continued through collaborations with respected Nutritionist mum influencers Charlotte Stirling-Reed and Rhiannon Lambert, via a nutrition advisory group containing Health Visitors and Dietitians who published papers on the topic in respected journals and spoke to peers. Also, through ongoing news generation and via parenting platforms, hyper-targeted advertising and influencers.
Earned
61%
Increased awareness in parents kids under 2
51%
Increased awareness in parents
