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D/C gets happy

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In the last three years, the happy egg co, a division of Noble Foods, has rocketed from startup brand to the UK’s dominant egg purveyor. And they’ve done so by offering eggs from hens that are not just liberated from cages and then confined to stifling barns, but that live in actual green pastures. Truly free-range, no spin about it. This fall, after galvanizing the British public, the happy egg co. is coming to the US. And, following a pitch, they hired a truly free-range agency – the uncageable Duncan/Channon – to develop a digital brand in the US.

The mission was two-fold: create a voice that speaks authentic American and develop a digital presence that lives where US shoppers live. With 25% of US consumers using smartphones to look up product info while shopping in stores, that means a website that is fully responsive – designed to know what device the shopper is on, its screen size and to adjust, seamlessly. The site tells consumers all about “the girls,” their humane habitat and the difference between “cage-free” and “free range” in quirky copy and a half-dozen videos shot on the farm by the D/C team.

In addition, there are “egg-centric” recipes, games and chicken jokes for kids and, shortly after launch, celebrity chefs joining in, also on video. Social sharing features allow the connected-mom target to do what she likes to do: easily share with friends on Facebook, Twitter, Google+, Pinterest and via email. But, most importantly, the site finally and unequivocally answers the age-old question: which came first, the chicken or the egg?

See more after the jump.

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