The Happy Egg Co - Born to be wild: 'Why did the chicken cross the road...So she could lay Happy Eggs' - Launching a successful egg brand in a traditionally commoditised category

The Happy Egg Company (THEC) was developed and launched in January 2009 in response to a gap in the market for free range egg brands.

The Happy Egg Co – Born to be wild: 'Why did the chicken cross the road...So she could lay Happy Eggs' – Launching a successful egg brand in a traditionally commoditised category

Simon Clinton – The Clinton Partnership

INTRODUCTION

The Happy Egg Company brand (THEC) was launched in 2009 by Noble Foods. This paper sets out the rationale behind the brands’ launch and the marketing and communication campaign adopted to deliver success. It then moves on to demonstrate the considerable success of the communications campaign and the contribution it made commercially.

CONTEXT AND BACKGROUND

Eggs as a category had been...

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