Channel 4 and The Happy Egg Co. Partner for Branded Entertainment Content
Channel 4 has partnered with The Happy Egg Co. on Tiny Farmers - a fun, family-friendly episode exploring what truly makes an egg happy. This branded entertainment content is fronted by Harriet Cowan known for Clarkson’s Farm and comedian Jessica Knapett (The Inbetweeners Movie, Taskmaster).
Produced by Interstellar TV, Tiny Farmers sees Harriet and Jessica joined by hen experts Avril and Michael who are sharing how to spot a happy hen and giving insight into an egg’s journey from farm to table. Meanwhile four children are challenged to become egg farmers of the future -from taking on a challenge about looking after the hens to showcasing their cooking skills, this digital content will see how the tiny farmers get on. Will they thrive or scramble under pressure?
Tiny Farmers launches on Channel 4’s YouTube on 19th January alongside short form content highlights on Instagram, Facebook, TikTok and YouTube. The episode will also be available to stream on the 2nd February, with an advert airing on Channel 4, driving to the content.
The deal was led by OMD UK, part of Omnicom Media Group, and marks the first deal between Channel 4’s Partner Lab, an in-house creative partnerships team that offers creative solutions to brands, and The Happy Egg Co.
Emma Hopkins, partner lab leader at Channel 4 added, “As well as being utterly charmed by the children taking part, it has been fantastic to partner with The Happy Egg Co., for the first time, on this family-friendly content which is entertaining and educating, aligning with Channel 4’s unique remit to entertain, educate and inspire.”
Kate Charman, senior brand manager at Noble Foods said, “Partnering with Channel 4 on Tiny Farmers is a fantastic opportunity to shine a light on our farms and the people behind British egg production. At Noble Foods, we’re proud to show the care that goes into every Happy Egg and why eggs are such an important, nutritious staple. Engaging young people in this journey is especially rewarding. It’s about inspiring the next generation while celebrating the role eggs play in healthy diets and sustainable agriculture.”
David Williams, managing director at Interstellar TV said, “Who knew that chickens, children and cooking would be the perfect recipe for a show full of warm-hearted competition and fun! Harriet, Jessica and our fantastic four Tiny Farmers of the future were on cracking form delighting not just hundreds of happy hens, but everyone watching too.”
Emma Parrett, head of creative alliances at OMD UK added, “Tiny Farmers is what happens when audience‑first thinking meets platform‑native storytelling. We loved bringing this to life with Channel 4 and The Happy Egg Co. as it embodies entertainment with purpose: it celebrates British farming, inspires kids, and makes choosing eggs feel good.”
