Eggs for Soldiers was a truly innovative brand collaboration, selling over 58 millions eggs and raising over £1.3 million!

Eggs for Soldiers was launched in 2012 by Noble Foods, who wanted to give consumers a simple way to do their bit by making a small change to their weekly shop. The brand concept, distinctive packaging and 'eggy' take on the Help for Heroes logo proved a big hit with consumers and retailers, in what is a very price-competitive category.

The product led to many other brand collaborations with Help for Heroes fundraising campaigns, including a special Tesco multi-buy bundle for the Heroes Breakfast campaign in 2015, alongside Alf Turner sausages and bacon, and Branston's Baked Beans in a unique retailer and charity brand partner collaboration.

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We greatly respect the work the Armed Forces do. We saw the fantastic work that Help for Heroes was doing and we wanted to be a part of that. Many of our staff are either ex-military or families of service men and women so it seemed the perfect fit for us. In the Summer of 2014 we reached the £1 million milestone, all through the sale of eggs! It was amazing to be able to show our customers and retailers what can be achieved through a small change to their shopping basket.”

Rob Newell

Marketing Director, Shell Egg Division, at Noble Foods (written during our partnership)

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