The Happy Egg Co partners with Channel 4 to launch farming programme

The Happy Egg Co has partnered with Channel 4 to launch Tiny Farmers, a family-friendly programme that explores how to create the best farm environment for hens.

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

Accompanied by experts from Noble Foods, the company behind The Happy Egg Co, four children take on challenges to become “egg farmers of the future”, offering viewers what the brand said was a playful yet informative look at modern British egg farming.

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Tiny Farmers launches on Channel 4’s YouTube on 19 January, with short-form highlights across Instagram, Facebook, TikTok, and YouTube. It will also be available to stream from February.

“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,” said Stephen Parnell, digital commissioning executive at Channel 4. “Working alongside Interstellar TV and The Happy Egg Co has been a joy, and I can’t wait to share this hilarious yet heart-warming show with viewers.”

Noble Foods said the development complements its Happy Hens Lay Tasty Eggs campaign, which is live across VOD and YouTube, with social and OOH following next month.

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Running for 26 weeks, it should reach 83% of UK households, champion The Happy Egg Co’s welfare credentials and reinforce its market-leading position, the brand said. 

The wider campaign will appear across ITVX, Channel 4 streaming, Sky, Amazon Prime, Netflix, and YouTube.

“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,” said Kate Charman, senior brand manager at Noble Foods. “Combined with our biggest-ever advertising campaign, we’re proud to champion British farming and inspire confidence in the quality of our eggs.”