Noble Foods has splashed £2.3m on what it describes as its “most ambitious” advertising campaign to date for flagship brand The Happy Egg Co.
The ‘happy hens lay tasty eggs’ multichannel marketing push, which is running for 24 weeks, aims to “set the bar for welfare in the free-range egg category”, build awareness of the brand and “reinforce the connection between high welfare and great taste”, Noble said.
For the first time, The Happy Egg Co will appear across radio, YouTube and social channels such as TikTok, as well as television channels including ITVX, Channel 4 and Prime Video.
Noble Foods said the campaign would “further widen” the reach of the brand, which is also being advertised out-of-home.
The push is expected to reach 93.5% of UK adults.
“This campaign represents a significant step forward for The Happy Egg Co,” said Anita Nutchey, Noble Foods head of marketing and innovation.
“Not only are we proud to remain the only egg brand advertising on TV, but we’re also exploring new and exciting channels to connect with more consumers in meaningful ways,” she added.
“By showcasing the incredible work of our farmers and their high-welfare standards, we’re reinforcing why The Happy Egg Co. continues to lead the market. We’re excited to bring this story to life and to inspire consumers across the UK.”
Gary Jacobs, creative director at independent agency Live & Breathe, said: “This campaign celebrates the essence of The Happy Egg Co. It’s a joyful and meaningful expression of the brand’s values, brought to life across platforms in a way that connects farm to table. We’re thrilled to play a role in amplifying this important message.”
The push comes a year after Noble Foods unveiled a new brand design, packaging, website and narrative for The Happy Egg Co.
Last week, Noble Foods also launched its first-ever frozen omelettes for food service and retail, in Original and Cheese variants.
The company added that further flavours were currently in development at its new Leicester-based hub, which is now fully operational.
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