TV campaign launched by UK’s leading egg supplier
Noble Foods, the UK’s leading egg supplier, is launching its most ambitious advertising campaign to date for The Happy Egg Co. The £2.3 million investment in the ‘Happy Hens Lay Tasty Eggs’ campaign reflects the brand’s continued commitment to connecting its industry-leading hen welfare practices with the delicious, high-quality eggs consumers enjoy every day.
Running for 24 weeks beginning on 20 January 2025, the campaign is set to reach 93.5% of adults with an average of 10 ‘opportunities to see’. The Happy Egg Co. remains the only egg brand advertising on television, underscoring its leadership in the free-range egg category and its dedication to engaging with consumers more frequently.
Almost 200 eggs per person per year
Latest industry figures, dating to 2023, show that 12.8 billion eggs were consumed in the UK, meaning that 35.2 million eggs are eaten every week with each person eating 192 eggs a year. Since 2004, egg consumption has grown by 1.6 billion eggs.
Egg sales saw huge growth during the Covid pandemic as more people worked from home and enjoyed a cooked breakfast or brunch dishes.
Free-range egg sales have also risen sharply and now represent almost 75% of retail egg sales, which is more than double their level in 2004 (32%), according to specialists Kantar Worldpanel.
The connection between high welfare and great taste
This year, the Noble Foods campaign is expanding into new channels to further its reach and relevance, including television channels ITVX, Channel 4 and Prime Video. The messaging will also appear across radio, YouTube and social media channels, such as TikTok. By leveraging these platforms, Noble Foods aims to connect with consumers across multiple touchpoints, building awareness and reinforcing the connection between high welfare and great taste.
To ensure the message resonates with shoppers, the campaign also incorporates impactful out-of-home advertising. Shoppers will see The Happy Egg Co. brand featured at roadside locations, with messaging that emphasises both the welfare and taste credentials of the brand.
Inspiring consumers
Anita Nutchey, head of marketing and innovation at Noble Foods, said: “This campaign represents a significant step forward for The Happy Egg Co. 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. 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.”
By investing in a bold multi-channel approach, Noble Foods continues to set the bar for welfare in the free-range egg category, ensuring The Happy Egg Co. remains top of mind for consumers seeking welfare-driven, delicious eggs.
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