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Converting a nation to free range eggs

Back in 2007 the UK egg aisle was split into 75% caged and 25% free range buyers. At first glance it looked like 75% of the nation had no interest in free range eggs. In reality people were shopping on auto pilot in a grey and green world.

We began with insights that led to positioning, naming, brand identity and packaging starting with a new free range egg brand proposition - The happiest hens lay the tastiest eggs.

NOBLE FOODS AWARDS

Within 3 years The Happy Egg Co. became a multi-award winning brand that was and still is number 1 in eggs and responsible for 75% growth in the free range market at the time. Successfully taking free range to mass market and creating a brand worth £80m in three years.

and in case you thought it couldn't be done again...