Noble Foods set to launch free-range egg brand

Noble 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).