Channel 4 has partnered with The Happy Egg Co. on Tiny Farmers – a family-friendly episode exploring what truly makes an egg happy. The 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 Cowan and Knapett 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 take on challenges including looking after hens and showcasing their cooking skills?
Tiny Farmers launches on Channel 4’s YouTube on 19 January alongside short form content highlights on Instagram, Facebook, TikTok and YouTube. The episode will also be available to stream on February 2, 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 and The Happy Egg Co. Stephen Parnell, digital commissioning executive at Channel 4 said: “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. Working alongside Interstellar TV and The Happy Egg Co. has been a joy, and I can’t wait to share this hilarious – yet heartwarming – show with viewers.”
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.”
