British Lion is running a £1m campaign promoting the culinary and health benefits of eggs.

Top chef Simon Rimmer, health and fitness expert Lucy Mecklenburgh, and TV presenter Helen Skelton have all signed up as ambassadors for the campaign, and will help to promote the benefits of eggs by highlighting their favourite egg recipes and tips on healthy eating, through both traditional and digital media.

Choosing British Lion egg products minimises the number of food miles and guarantees the egg is British and produced to the highest standards, as well as supporting British farmers

Simon Rimmer will be developing a ‘one-pot’ egg recipe collection, showcasing the ease, versatility, speed and nutritional benefits of cooking with eggs. The collection will feature on and be launched by Rimmer via a specially created exclusive pop-up restaurant.

A social media campaign, including recipe videos, will encourage the sharing of the recipes by high-profile bloggers, as well as on the British Lion eggs Instagram, Pinterest and YouTube social media channels.

The recipe campaign will continue to be supported by a nutrition focused campaign highlighting eggs as a perfect protein, targeting healthcare professionals and consumers, along with a trade focused campaign to reinforce the additional food safety values of the Lion.