The Happy Egg Company has awarded its above-the-line account to The Clinton Lab, a brand new joint venture between integrated retail agency Live & Breathe and incumbent agency, The Clinton Partnership. The multi-million pound account, which sees Noble Foods double its annual media budget for The Happy Egg Company from the previous year, was won following a two-way competitive pitch against Publicis London.
The Clinton Lab will resume responsibility for all above-the-line activity. The agency’s first task will be to deliver a multichannel campaign led by TV, due to break later this year.
The Clinton Lab was created to bring together the above-the-line experience of The Clinton Partnership and Live & Breathe’s integrated retail expertise. It will target like-minded entrepreneurial and challenger brands looking for an alternative to the traditional agency approach.
The Clinton Partnership first began working with The Happy Egg Company in 2008, when it was appointed as the ad agency to launch the brand in the UK. Media planning and buying will continue to be handled by JAA Media (John Ayling & Associates).
The agency will report in to Geraldine Phillips, marketing director – The Happy Egg Company, Noble Foods Ltd.
Geraldine Phillips said of the appointment: “The Clinton Partnership impressed us from the outset. From its forward-thinking approach to the enthusiasm of the team and the progressive ideas presented. The Clinton Lab was true to its intention to appeal to an entrepreneurial business like ours, but with the culture and ambitious thinking that you would expect from a large network agency.”
Veli Moluluo, managing director (Shell Division), Noble Foods Ltd, comments: “We have big ambitions for The Happy Egg Co brand over the coming years and believe that the team at The Clinton Lab truly understand our brand and share this ambition. The Clinton Lab has displayed infectious enthusiasm, entrepreneurial spirit and progressive ideas which give us the confidence that they are the right partner to support our ATL plans.”
Nick Gray, managing director of Live & Breathe and The Clinton Lab, comments: “We pitched for this account in very good company. We truly believe that progressive clients want an alternative to the standard agency model. We are on a mission to provide something different and better.
“The Clinton Lab offers brands access to great creative thinking, but via a smaller, more agile agency structure. Securing The Happy Egg Company account is brilliant proof of concept.”
Simon Clinton, founder of The Clinton Partnership and chairman of The Clinton Lab, added: “This is a fantastic kick-off to an exciting new agency venture with Live & Breathe. Having launched Noble Foods’ Happy Egg Company brand eight years ago, and subsequently creating three highly effective TV campaigns, we are genuinely thrilled to be re-appointed and look forward to embarking on the next stage in our working relationship.”
Noble Foods launched The Happy Egg Company brand in 2009 to drive value in the category and revolutionise the way consumers think about free range and related animal welfare issues. Today, the brand is the market leader with sales in the region of £65 million. It has launched in the USA with further ambitious international expansion plans.