British Lion Eggs Newgen / Formula for the Perfect Boiled Egg

01 — Project details

The goal was to boost brand recognition for British Lion Eggs by tapping into the nation's love for egg and soldiers. We surveyed 2,000 Britons on their methods for making the perfect boiled egg, then worked with statistician Dr James Hind of Nottingham University to develop a scientific formula.

This formula detailed everything from the egg’s precise boiling time (4.25 minutes) to the ideal toast thickness (2.1cm), making it a fun, shareable story. The findings highlighted British traditions and preferences, connecting with consumers’ nostalgia for this comfort food.

02 — Outcome

The campaign generated over 15 pieces of national media coverage, including hits in the Mail Online, The Sun, and The Mirror. It successfully engaged the public, driving both media interest and brand recognition. That year saw an 18% increase in egg sales, and British Lion Eggs came back to us the following year for another project