Get happy: how to create brand clout for ‘dull’ eggs

For a case study in how to build a successful brand, look no further than Noble Foods' The Happy Egg Co., which has breathed new life into a category often seen as dull. Listed in all major supermarkets, the brand has also broken into c-stores through Tesco Express and One Stop. No mean feat for a higher welfare product.

Noble's multi-faceted approach to building the brand has combined traditional marketing using PR, print and TV, with innovative thinking through the launch of concept restaurant Pancakes & More. The brand's inspired TV ad to the Chariots of Fire soundtrack was inspired and helped achieve a 28% consumer awareness, with 68% of those who saw it saying the eggs were better quality than other welfare lines.

The winners