St. Ewe Free Range Eggs, one of Britain’s fastest-growing food businesses, is launching its first ever above-the-line brand campaign as the family run Cornish producer continues its rapid national growth.
The launch follows another significant year for St. Ewe, with the business now generating £77m in annual sales, having been named among Britain’s fastest-growing private companies for the second consecutive year.
‘For the Love of Egg’ marks the next stage in that growth, taking St. Ewe to a broader national audience through an integrated campaign spanning advertising, earned media, social content, creator activity and experiential.
Launching ahead of World Egg Day on Friday 9th October, the campaign puts egg lovers and their everyday rituals at its heart – from perfectly timed dippy eggs and soldiers cut with military precision to leisurely weekend brunches shared around the table.
Creative agency Bray Leino developed the For the Love of Egg campaign platform and advertising creative, built around the devotion people have for eggs and the rituals that surround them.
St. Ewe’s long-standing communications agency TASTE has worked alongside Bray Leino and the St. Ewe team to bring the platform to life through an integrated communications and experiential programme, connecting the campaign with consumers through earned media, creators, partnerships and a major London activation.
Together, the campaign responds to the increasingly rushed nature of modern mornings by reminding people that breakfast can provide a valuable opportunity to pause.
At its heart is a simple idea: everyone has their own way of enjoying eggs, but the rituals surrounding them can create moments of comfort, connection and joy, even on the busiest mornings.
It also celebrates the quality and care behind St. Ewe’s Rich Yolk free-range eggs, produced in partnership with British family farms.
Bex Tonks, CEO and farmer of St. Ewe Free Range Eggs, said: “Eggs are part of so many everyday moments, from breakfast before work to weekend brunches around the table. Everyone has their own way of enjoying them, and those rituals are often wrapped up in memories, comfort and connection.
“For the Love of Egg is about celebrating that devotion and reminding people to slow down and enjoy those moments. Launching our first-ever ATL campaign is an incredibly exciting milestone for St. Ewe and a brilliant opportunity to share the love and care behind our brand with a much wider audience.”
Kate Cox, CEO at bray leino, said: “St. Ewe is an exciting, bold and quality-driven brand that has shaken up the egg category with colour, personality and purpose. With big ambitions and its first investment in brand, this is a significant moment for the business and one we’re proud to be part of.
“The ingredients for commercial success are all there: great products, a distinctive brand, strong distribution, an exciting campaign and a brilliant Client-Agency partnership. Our job now is to unlock the brand’s full potential.”
Amy Thorne, founder & managing partner at TASTE, said: “Having partnered with St. Ewe over several years of extraordinary growth, it’s a privilege to support this next major evolution for the brand. As part of an integrated agency team bringing ‘For the Love of Egg’ to life, we’re delivering a true step change in brand momentum; connecting with consumer rituals beyond the expected – starting by dropping a pop-up breakfast experience right into the middle of London Waterloo.”
From the morning rush to Soak & Soldiers
The campaign will come to life in spectacular fashion through the St. Ewe Soak & Soldiers Café, opening at London Waterloo on Thursday 8th October.
The free, one-day pop-up will invite busy commuters to step away from the morning rush and enjoy a complimentary breakfast of St. Ewe dippy eggs and Jason’s Sourdough soldiers, served from bright orange roll-top bath seating.
Set within one of London’s busiest railway stations, Soak & Soldiers turns the campaign message into a physical experience: asking commuters to do the opposite of what they might normally do on a weekday morning – stop, sit down and savour a proper breakfast.
Through ‘For the Love of Egg’, St. Ewe hopes to leave consumers feeling that the brand genuinely loves eggs as much as they do, while reminding them that even the simplest breakfast can offer an opportunity to slow down, reconnect and savour the moment.
For the Love of Egg launches nationally in October 2026.
