Noble Foods, the UK’s largest egg producer, wanted to increase distribution and profitability through the development of a new brand.
Springetts were called in to create a new brand that would deliver stand-out presence at point of sale and achieve growth in an unbranded category. Following full immersion in the Noble business, Springetts arrived at ‘the happy egg co.’, devising a husbandry-based proposition complete with vision, values and tone of voice: “happy hens lay tasty eggs”. Springetts’s design was also supported by ‘five steps to happiness’ to achieve emotional engagement with consumers and visibility in a tired retail environment.
A year after launch, brand value was 44% ahead of target. With distribution in all major multiples and convenience outlets, the happy egg co. has become the driving force behind growth in the free-range egg market. Consumer penetration and brand awareness has been high, with excellent conversion of awareness to purchase.