St. Ewe Free Range Eggs has announced its first-ever broadcast partnership, becoming the Official Egg Partner of Channel 4’s Sunday Brunch in an exclusive 12-month collaboration that marks a major step forward in the brand’s consumer marketing strategy.
The partnership makes St. Ewe the first egg brand to partner with the programme and represents the company’s biggest broadcast marketing investment to date, supporting its ambition to grow awareness of the brand beyond retail shelves and reinforce its position as one of Britain’s leading premium food businesses.
Over the next 12 months, St. Ewe will feature in 24 branded recipe segments, airing every other Sunday and showcasing the versatility of free-range eggs through recipes created exclusively for Sunday Brunch with St. Ewe eggs.
Developed by Sunday Brunch presenter and chef Simon Rimmer, the recipes will be tailored around key seasonal moments throughout the year, giving viewers fresh inspiration for cooking with eggs. Dishes will range from a Piri Piri Scotch Egg to Shakshuka Eggs with Cottage Cheese, bringing St. Ewe eggs to life through the kind of creative, accessible recipes the programme is known for.
As the programme’s exclusive egg partner, St. Ewe will benefit from category exclusivity, prominent on-screen branding, recipe rights, behind-the-scenes content and the ability to use the ‘As Seen on Sunday Brunch’ endorsement across its owned marketing channels, website, trade communications and PR activity.
The partnership is the latest Channel 4 Sales collaboration, following recent Partner Lab successes including Lebara’s sponsorship of The Great British Bake Off and Simba’s partnership with Channel 4 Weekends. Together, these partnerships showcase how Channel 4 creates tailored, content-led opportunities that bring brands closer to the audiences and programmes they love.
The partnership is expected to generate a conservative 55 million impressions, significantly increasing the visibility of the St. Ewe brand among food-loving consumers across the UK.
Bex Tonks, managing director at St. Ewe Free Range Eggs, said: “This is a landmark partnership for St. Ewe and another important step in our journey as we continue investing in building the brand nationally. Sunday Brunch has become one of the UK’s best-loved food programmes, inspiring millions of people every weekend with simple, seasonal recipes and a genuine love of great food. Becoming the programme’s first-ever egg partner gives us an incredible platform to celebrate the versatility of free-range eggs while introducing St. Ewe to a much wider audience. As a business, we’re passionate about championing British farming and producing exceptional eggs, so partnering with a programme that shares those values felt like a natural fit.”
Sam Hicks, head of advertiser strategy at Channel 4 Sales, said: “St. Ewe is a cracking example of how Channel 4 Sales continues to create partnerships that go beyond traditional advertising to deliver real connections with audiences. Sunday Brunch is the perfect platform to showcase the brand, and we’re delighted to bring our Commercial Partnerships expertise to supporting St. Ewe’s ambitions to become a household name.”
Chris Holdom, head of commercial partnerships at Banijay UK, said: The best brand partnerships are the ones that feel completely at home in the programme, and St. Ewe and Sunday Brunch just make sense together. We’re excited to bring the partnership to life in a way that feels natural and entertaining for our viewers.
The partnership forms part of a wider period of investment for St. Ewe as the business continues to strengthen its consumer presence through integrated marketing campaigns, partnerships and innovation.
Alongside the Sunday Brunch collaboration, the business recently launched its new Liquid Egg range for foodservice professionals, is preparing to launch its first above-the-line campaign, For the Love of Egg, and has continued to receive industry recognition for its growth, innovation and commitment to British farming.
