The promotion, developed by Campaign Marketing, offers customers the chance of winning one of 10 cheques for £500 by answering three questions and a tie-breaker.
The agency is also behind the design for on-pack promotion and point-of-sale while Zest Marketing Solutions is handling the online work and competition entries.
The campaign has been designed to help raise the awareness of the benefits of eating eggs, especially for men and women who are physically very active.
Adrian Harris, director of Zest Marketing Solutions, said: "As a big rugby fan, I'll certainly be cheering on the Lions throughout the next couple of months. The prize money will also help to encourage and develop our sportspeople of the future."
A dedicated website has been developed as part of the campaign, giving rugby fans full fixture dates and details. All remaining seven matches in New Zealand will be shown live on Sky TV.
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