British Lion eggs has launched a £100,000 digital ad campaign across major recipe websites BBC Good Food and Jamie Oliver to inspire millennials to cook more frequently with eggs.

The three-month campaign showcases two 10 second "food porn" style videos of classic egg dishes, including Eggs Benedict and boiled egg and soldiers, and is expected to reach more than 1.5 million consumers when they search for recipes.

The "Great British moments with British Lion eggs" boiled egg and soldiers ad, and "Enjoy real eggs this Easter with British Lion eggs" ad will run across the websites in portrait and landscape format with a call to action for consumers to discover eggrecipes.com, driving traffic to the British Lion eggs run site.

The advertising is part of a £1m British Lion #WonderEgg marketing initiative, which has been headed up by diving champion and social media mega star Tom Daley, and is designed to increase the visibility of the Lion mark, and tap into the nutrition, health and versatility benefits of eggs.

Andrew Joret, British Egg Industry Council Chairman, said: “The vibrant egg yolk is an iconic visual and a mainstay of any food related images that are shared and used online. Serving up an ad campaign with such unavoidable, appealing imagery across high traffic recipe sites where consumers are going to seek meal inspiration, is a recipe for success.”