Many Brits find cooking eggs tricky, with 27% struggling to boil one. As Pancake Day approached, we paired that survey with a new study finding eggs contain 13% less cholesterol and 64% more vitamin D than thought a decade ago, and built a broadcast PR campaign for the happy egg co. around it. A MasterChef winner working with the brand joined a radio day of interviews, getting listeners excited about cooking with eggs well beyond boiling, frying, scrambling and poaching. The campaign secured 20 items of radio coverage reaching 1.3 million, including BBC Radio Norfolk.
the happy egg co. wanted to promote its partnership with a MasterChef winner and get listeners excited about cooking with eggs this Pancake Day.
The message
Eggs can do far more than boiling, frying, scrambling and poaching, and Pancake Day is the perfect time to start cooking with them again. The brand is fun, with a real focus on quality and welfare.
The angle
As Pancake Day approached, a new study found eggs contain 13% less cholesterol and 64% more vitamin D than thought a decade ago. A survey found many Brits find cooking eggs tricky, with 27% struggling to boil one.
On air
A MasterChef winner working with the brand
The result
20 items of coverage reaching 1.3 million, including BBC Radio Norfolk.
About Pancake Day
Pancake Day, formally Shrove Tuesday, is the day before Ash Wednesday and the start of Lent. It is traditionally marked by eating pancakes to use up rich foods before the fast, and it is observed across the UK with pancake races and charity events. It has no single organiser. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Pancake Day for 2027?
Pancake Day next falls on Tuesday 9 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
