Channel 4 And The Happy Egg Co. Crack Open New Partnership

The Happy Egg Co., the UK’s No.1 egg brand from Noble Foods, has partnered with Channel 4 to launch Tiny Farmers - a fun, family friendly episode that explores what goes into creating the best on farm environment for hens.

Fronted by Harriet Cowan (Clarkson’s Farm) and comedian Jessica Knappett (The Inbetweeners Movie, Taskmaster), the programme brings together entertainment and education, shining a light on the care and expertise behind British free-range egg farming.

Produced by Interstellar TV, Tiny Farmers features Noble Foods’ own agricultural experts, who share insights on hen welfare and the journey from farm to table.

Four children take on challenges to become “egg farmers of the future” - from caring for hens to showcasing their cooking skills - offering viewers a playful yet informative look at modern British egg farming.

Kate Charman, Senior Brand Manager at Noble Foods:

“This partnership with Channel 4 is a fantastic opportunity to showcase the care and expertise behind every Happy Egg. Hen welfare and great taste are at the heart of what we do, and Tiny Farmers brings that story to life in an engaging way for families. Combined with our biggest-ever advertising campaign, we’re proud to champion British farming and inspire confidence in the quality of our eggs.”

The episode launches on Channel 4’s YouTube on 19th January, with short-form highlights across Instagram, Facebook, TikTok, and YouTube. It will also be available to stream from February, supported by a Channel 4 advert driving audiences to the content.

This partnership marks the first collaboration between Channel 4’s Partner Lab and The Happy Egg Co., facilitated by OMD UK, part of Omnicom Media Group.

Stephen Parnell, Digital Commissioning Executive at Channel 4 said:

“Harriet and Jessica’s infectious enthusiasm brings Tiny Farmers to life, connecting brilliantly with our young contestants as they compete to impress both hens and hosts. Working alongside Interstellar TV and The Happy Egg Co. has been a joy, and I can’t wait to share this hilarious - yet heartwarming - show with viewers.”

The launch of Tiny Farmers complements The Happy Egg Co.’s ‘Happy Hens Lay Tasty Eggs’ campaign, which is live across Video on Demand and YouTube, with social and Out of Home following in February.

Running for 26 weeks, this major investment will:

• Reach 83% of UK households

• Champion what makes us different: great taste and hen welfare

• Keep The Happy Egg Co. firmly top of mind as the UK’s No.1 egg brand

The wider campaign will appear across ITVX, Channel 4 Streaming, Sky, Amazon Prime, Netflix, and YouTube - bringing The Happy Egg Co.’s message to millions of consumers nationwide.