The board responsible for promoting the safety of eggs in the country is to step up its search engine optimisation (SEO) efforts.
The British Egg Information Service (BEIS) markets the British Lion mark. The red symbol guarantees safety and is stamped onto 90% of UK-produced eggs.
Recognising the increasing importance of content channels and social media in advertising, BEIS has engaged with professional SEO copywriting services.
As well as building awareness of the lion mark, the campaign will look to optimise search queries on eggs and other related terms. It will also enhance the brand’s existing channels, better using the opportunities offered across the board.
One of the BEIS directors, Amanda Cryer, said:
“Sales of eggs have risen consistently in recent years, with eggs’ increased popularity attributed to consumers’ recognition of their nutritional value, the debunking of the cholesterol myth and the improved safety of British eggs, so we are keen to ensure that we spread all our key messages digitally.”
Cryer went on to add that the new deal will allow the group to be more visible online.
One major driver will be its Egg Recipes platform. Hosting recipes from celebrity chefs and industry guests, the eggsinfo.co.uk website will be refreshed and its page content will be optimised. The emphasis for copywriters will be to promote the versatility on offer with eggs.
The work has already started, with the BEIS hoping that the busy periods of Christmas and the New Year will see the campaign get off to a strong start.