Collaboration created magic when British Lion Eggs approached Broadcast Revolution to help them raise awareness of why eggs are a perfect option for parents looking to ease the stress of teatime mishaps, based on survey research which revealed the struggles parents face getting dinner on the table. The impact? Coverage across 119 stations on TV and radio with a total audience reach of 4,458,260, alongside hundreds of thousands of social media views.
By bringing together our expertise across a perfect mix of research, talent sourcing, media relations and content creation, we were able to mastermind an integrated campaign that reached and resonated with consumers across touchpoints, centred on the Apprentice star, TV personality and father-of-three, Tom Skinner.
Who Are They: British Lion Eggs is the UK’s most successful food safety scheme, with 90% of eggs in the UK being produced within the scheme and stocked exclusively by all supermarkets.
Sector: Food
Objective: Raise awareness that British Lion Eggs are quick & easy to cook as well as delicious and nutritious to eat – encouraging people to look out for the red British Lion mark on the shell and pack when they buy eggs.
The Challenges:
What We Delivered:
As an integrated broadcast agency, Broadcast Revolution was able to create a holistic campaign where each pillar was built collaboratively and across disciplines from the ground up. Content expertise fed into talent selection and broadcast strategy, while our PR experts helped to guide messaging and build content for maximum impact. The result was a particularly strong campaign, tied together by a clear cross-channel strategy and led by an authentic voice.
Strategic Talent Selection:
Who better to represent quality British eggs than a quality British bloke? Known for his charismatic personality, entrepreneurial spirit, and relatable content, Tom Skinner’s straightforward and genuine demeanour resonates with British Lion Eggs’ promise of transparency and high standards in egg production.
As a sometimes time-poor father of three, it was important for Skinner to provide nutritious and easy-to-make meals for his kids. He can therefore speak authentically about these challenges, and his effusive personality made his rhapsodising about eggs feel entirely natural and charming.
We know the importance of not just selecting talent, but selecting the RIGHT talent. Skinner’s audience (which includes 625K Instagram followers) is made up of families, food enthusiasts, and health-conscious individuals—key demographics for British Lion Eggs. His influence extends to a wide age range, making him a versatile ambassador capable of reaching various consumer segments.
Intelligent Media Relations:
Logistically, it was important to maximise the opportunities that having a big personality like Tom Skinner on board brought to the campaign, with our team securing and managing a series of broadcast interviews in the morning before moving on to filming in the afternoon.
To achieve this, we created a bespoke media strategy, focusing on securing quality over quantity to give British Lion Eggs coverage across national and regional broadcasters. We also ensured that Tom Skinner was well briefed to give natural, enjoyable interviews that mentioned British Lion Eggs by concentrating on their research and hitting key messaging regarding the versatility and benefits of cooking eggs at teatime.
Impactful Content Creation:
In the afternoon, we moved on to filming vibrant and appealing content that could be used across both Tom Skinner’s and Lion Egg’s social media accounts.
Tom Skinner frequently centres his family life on his social channels, which guided BR Studio’s strategic direction in content creation. We worked with Tom to develop a playful and engaging script, bringing in Tom’s children to make the video content that was authentic to his platform, as well as authentic to the brand.
Technically, BR Studio managed and delivered a multi-camera shoot which provided Reel-style content ideal for use on social media. What’s more, having our PR experts in the room alongside our content team in BR Studio meant that no opportunity for key messages to come through was missed.
The Impact:
Broadcast Revolution was able to meet the creative and logistical challenges of Lion Egg’s initial brief through honest consultancy, cross-team strategic planning and seamless execution. The impact was coverage across 119 stations on TV and radio with a total audience reach of 4,458,260. This included national features on Talk TV & Radio, the Jeremy Vine Show, GB News and The Netmums Podcast, alongside several regional stations such as BBC Essex and BBC Devon.
On social media, the Instagram Reel we created with British Lion Eggs and Tom Skinner had over 3,000 likes via Tom’s channel, while the Reel on Lion Egg’s account achieved 319,000 plays and over 1,000 likes, and represents an evergreen asset that ensures the campaign continued to resonate long after the media interviews were broadcast.
