Channel 4 is exposing British egg production in partnership with Tiny Farmers, a new branded entertainment partnership with Noble Foods-owned The Happy Egg Co that focuses on the people behind the country’s eggs.
The collaboration marks the first agreement between Channel 4’s Partner Lab, its in-house creative partnerships team, and The Happy Egg Co, as the broadcaster continues to expand its platform-native branded content strategy.
Starring Clarkson’s Farm favorite Harriet Cowan and comedian Jessica Knappett, Tiny Farmers combines humor and practical learning to explore what makes eggs truly happy.
In this episode, produced by Interstellar TV, Cowan and Knappett are joined by chicken experts Avril and Michael to reveal how to identify happy chickens and track eggs from farm to table.
Four children play the main roles as they try to become the egg farmers of the future. From caring for chickens to testing their cooking skills, the young contestants face a series of challenges designed to see if their chickens will thrive and survive the pressures of life on the farm.
The episode will be released on Channel 4’s YouTube channel on January 19 and is supported by short highlights on Instagram, Facebook, TikTok and YouTube.
It will also be available for streaming from February 2nd, and advertising will be shown on Channel 4 to drive viewers to the content.
The deal is led by OMD UK, part of Omnicom Media Group, and reflects Channel 4’s continued commitment to audience-first branded entertainment aimed at young and family audiences.
Stephen Parnell, digital commissioning executive at Channel 4, said: “Harriet and Jessica’s infectious enthusiasm brings Tiny Farmers to life and connects brilliantly with the young contestants as they compete to impress both chickens and their hosts.”
Kate Charman, senior brand manager at Noble Foods, said the partnership was an opportunity to showcase British farming and the people behind it.
“Partnering with Channel 4 on Tiny Farmers is a fantastic opportunity to shine a light on our farms and the people behind UK egg production,” she said. “It’s especially rewarding to involve young people in this journey.”
Interstellar TV managing director David Williams said the show provided “the perfect recipe for a heartwarming, competitive and fun-filled show”.
Emma Hopkins, Partner Lab Leader at Channel 4, said the project was closely aligned with the broadcaster’s public service mission and approach to family-friendly branded content.
“It’s great to be partnering with The Happy Egg Co for the first time on content that is both fun and educational,” she said.
