A NEW £100,000 digital advertising campaign will promote egg recipes across popular food websites for the next three months.

It will showcase two 10 second recipes, one of which is eggs benedict and the other boiled eggs, and the BEIS said it expected to reach more than 1.5 million consumers over the campaign.

The spend forms part of the British Lion’s £1m #WonderEgg marketing initiative, headed up by Olympic diver Tom Daley.

The digital ads will feature on the BBC Good Food and Jamie Oliver’s recipe websites and aim to direct consumers to the egg recipes website, ran by British Lion.

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.”