Noble Foods set themselves a new objective for 2012: to launch a new egg brand into the category. Having enjoyed success with the launch of the happy egg co. developed by partner consultancy Springetts, the company looked to keep their momentum going and develop their brand portfolio. Springetts developed the novel idea of using eggs to help raise awareness through brand association. The distinctive design of the Eggs for Soldiers packaging engaged with consumers emotionally, allowing them to show their support through their weekly shop, and the brand name points to the traditionally English breakfast of egg and toast ‘soldiers’. For the 2011/12 year, Eggs for Soldiers has been Help For Heroes’ most successful commercial partnership, raising in excess of £397,000 for the charity. In addition, it has quickly become the second largest free range egg brand on the market.