'Go to Work on an Egg' slogan returns for British Egg Week

The push aims to encourage

British consumers will be encouraged to ‘Go to work on an egg’ once more - 42 years after the slogan was last used to boost egg sales.

The line was first used in 1957 as part of a campaign launched by the British Egg Marketing Board and fronted by comedian Tony Hancock. Now it is returning as the theme for this year’s British Egg Week, which runs from 30 September to 6 October.

Although the slogan is associated with eating eggs at breakfast, the British Egg Council plans to use it more generally this time and draw comparisons between egg consumption in the past and today.

“The campaign is about encouraging a return to eggs’ heyday but in a way that suits today’s busy lifestyles - whether it be a boiled egg for breakfast or in an omelette,” a BEIC spokeswoman said.

A nationwide tour of schools, in conjunction with the Kids’ Cookery School charity, will “introduce young people to the fast foods of yesteryear”, the BEIC said.

A set of easy recipes such as ‘eggs benedict with a twist’ and ‘cheat’s lemon soufflé’ will be featured on britisheggweek.com. In addition, advertorials will run in retailer magazines, and the week will be promoted online and through PoS.

“Tony Hancock was right - everyone can benefit from going to work on an egg,” said BEIC chairman Andrew Joret.

The BEIC attempted to bring back the original ads in 2007 but failed to get clearance from the Broadcast Advertising Clearance Centre on the grounds that they failed to promote a varied diet.