Channel 4 has partnered with The Happy Egg Co. on Tiny Farmers – a family-friendly episode exploring what makes an egg happy. The branded entertainment content is fronted by Harriet Cowan known for Clarkson’s Farm and comedian Jessica Knappett (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.
Tiny Farmers launches on Channel 4’s YouTube on January 19th alongside short form content highlights on Instagram, Facebook, TikTok and YouTube. The episode will also be available to stream on the February 2nd, 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.
Stephen Parnell, Digital Commissioning Executive at Channel 4, commented: “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.”
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.”
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