Creative brief

Superunion and Curious Productions approached Little Shadow to help craft a suite of sponsorship idents for ITV’s This Morning, on behalf of The Happy Egg Co. The aim was to showcase the happy, free-range life of the hens and, in doing so, reinforce the connection between well-treated animals and the quality of their eggs.

Targeted at a broad daytime TV audience, the brief was playful but precise: communicate tastiness, wholesomeness and ethical sourcing in under 15 seconds. The creative tone needed to be upbeat, tactile, and unmistakably British, with room for personality-driven animation that could bring the hens’ world to life.

Our approach

We delivered a series of short animated idents blending hand-drawn 2D character animation with live action backgrounds, from grassy farm landscapes to warm, kitchen-set vignettes. The integration of animation over real-world footage helped ground the message while keeping the tone light and whimsical.

The animation style was deliberately expressive and imperfect: each hen was drawn with lively movement and characterful quirks. These birds were not just product mascots; they were active participants in the story, pecking about, strutting through the scene, and occasionally stealing the show.

Working to tight turnaround windows across multiple deliverables, we built a repeatable animation pipeline that preserved creative flair while meeting broadcast standards. Every ident reflected the warmth and nutritional message behind the brand, cheerful visuals paired with a strong sense of natural goodness.

The results

Aired daily across This Morning on ITV, the idents became a cheerful fixture in millions of homes. Delivered as a series of five unique spots, the project marked a successful collaboration between agency, production, and animation studio, proving that brand storytelling can be just as engaging in 10 seconds as it is in 30.