British Egg Week 2012 has been acknowledged as a major success by the British egg industry after this year's campaign.
Having trended at top spot on Twitter and generating national TV, radio and newspaper coverage throughout the week, the campaign also reached more than 21m consumers through editorial media alone.
Andrew Joret, British Egg Industry council chairman, said: "British Egg Week has been a fantastic success, delivering high-profile coverage across a broad range of media and helping to underline the value, versatility and convenience that eggs offer to the consumer."
The campaign also included a BBC Good Food website takeover, delivering a four-fold increase in searches for egg-related terms on the site and directing around 1,000 visitors to www.britisheggweek.com in just 24 hours.
Across the whole week, the dedicated British Egg Week website received more than 3,300 visits, with 90% of those new visitors to the site.
National newspapers, including The Daily Telegraph, Daily Mail, Daily Express and Daily Star, covered research which suggested a link between an individual's egg choice and their personality type. The research was commissioned by the British Egg Information Service and helped to emphasise the versatility of eggs.
By Lisa Jenkins
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