Chef and restaurateur Neil Rankin will front a campaign promoting British eggs this year.
Rankin, who opened London restaurant Bad Egg last year, has been signed up as a British Egg Industry Council ambassador for 2016.
He will host an eggs masterclass to launch the BEIC’s £1m #EggCentric marketing campaign, and develop a collection of egg-focused recipes that will be published online and used for “extensive” PR activity.
Fellow new recruit for 2016, TV presenter Jenn Falconer, will take part in the masterclass and encourage people to share the recipes over social media, while existing ambassador Lucy Mecklenburgh from TOWIE will continue to promote eggs to her 2.5 million followers.
“After a bumper year of sales in 2015, we are in a fantastic position to inspire even more consumers to wake up to the many benefits of eggs,” said British Egg Industry Council chairman Andrew Joret.
“Our team of #EggCentric ambassadors have a fantastic reach, appealing to a variety of different audiences, and will help us to encourage more people to cook with eggs in the home and choose egg-based options when eating out.”