The Noble Foods owned egg brand, which promotes its products as sourced from happy hens, is currently the biggest brand within the largely unbranded eggs category.
It will continue to introduce new products such as the recently launched Happy Egg quiche to drive growth, increase consumption and broaden awareness of the brand.
It has appointed The Clinton Partnership to devise its digital, mobile and social media strategy alongside traditional channels such as sales promotion, TV, radio and print.
Happy Egg hopes to use digital channels to build brand awareness and long-term engagement, build a CRM base a well as communicate its high animal welfare credentials.
The brand’s digital strategy will include interactive content, a new website due to launch in October, and a mobile site to launch at a later date.
Happy Egg has reported sales of more than £60m since launching three years ago.
Rob Newell, head of brand marketing at Noble Foods, says: “With the continued and rapid growth of the Happy Egg Co. brand, having a clear digital strategy is a priority for us this year, aligned to a fully integrated communication strategy.”