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.


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)

Interested in becoming a charity partner? Get in touch with our team today.

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