Noble Foods set to launch free-range egg brand

free%20range%20eggsNoble Foods is launching a premium free-range egg brand later this month. It is hoped the range will appeal to consumers interested in ethically produced food.

Noble, which is the UK’s biggest supplier of eggs, has appointed brand agency The Clinton Partnership to launch The Happy Egg Company. They will be introduced in major supermarkets later this month.

The company says the eggs are the result of “innovative and progressive free-range farming techniques”, which is why they will be positioned as premium products.

The launch campaign, which is due to break imminently, aims to “dramatise” the different techniques used. It has been shot on a working egg farm and stars John, a real egg farmer. It shows him caring for his hens and having fun on his quad bike.

The campaign will run across TV and press, and will be supported by sampling, PR and online, and it will have the strapline: “Happy hens lay tasty eggs”.

Simon Clinton, founder of The Clinton Partnership, says the agency has created a “bold” campaign, because the egg category is traditional and commoditised.

The agency also works with Twinings, Ryvita and Blue Dragon. Last summer it also picked up the advertising account for kitchenware brand Salter (MW July 31, 2008).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here