The generic body, which represents producers of eggs that bear the Lion quality mark, recently signed its first-ever major sponsorship deal to become the official egg supplier for the Lions tour of New Zealand.
A £4m promotional spend backs up the sponsorship, led by a PR campaign that aims to break into men's media and the nationals by piggybacking a sport enjoying a popularity surge.
'The sponsorship allows us to take in a new audience - men and men's magazines,' said Kevin Coles, associate director at Nexus Communications, which is managing the PR campaign.
Promotions will include trips to see the Lions play in New Zealand. Furthermore, Nexus will pitch editorial ideas to diet-conscious titles such as Men's Health about the strong nutritional benefits of eggs.
The Lions, comprising the best players from the England, Ireland, Scotland and Wales rugby teams, take on a southern hemisphere challenger every four years and begin a month-long tour of New Zealand in June.
Coles said rugby was a relevant sport to back because its players are encouraged to eat a lot of eggs, which are rich in protein. He added that the marketing slogan 'fast food and good for you' reflected the fact that each egg contains ten vitamins and minerals.
It is hoped that the national media's high level of interest in the Lions tour will allow the egg to establish a presence on food and cooking pages, enabling the campaign to reach women and mothers concerned with healthy eating.
Nexus will work with chefs to develop recipes.