Clarkson’s Farm Star Harriet Cowan Steps Into the Spotlight as Co-Host of Channel 4’s New Series Tiny Farmers
Channel 4 Partners with The Happy Egg Co. on New Branded Series Tiny Farmers
Channel 4 has teamed up with The Happy Egg Co. to launch Tiny Farmers, a new piece of branded entertainment designed to engage families while exploring what it really means to produce a “happy egg.”
The digital-first series will premiere on Channel 4’s YouTube channel on 19 January, with additional content rolling out across social platforms.
Harriet Cowan and Jessica Knappett Front the Series
The programme is fronted by Harriet Cowan, best known for her appearance on Clarkson’s Farm, alongside comedian Jessica Knappett, whose credits include The Inbetweeners Movie and Taskmaster.
Together, the duo guide viewers through a light-hearted yet informative journey into British egg farming, blending humour, education, and hands-on challenges.
Inside Tiny Farmers: From Hen Welfare to the Kitchen
Produced by Interstellar TV, Tiny Farmers follows Harriet and Jessica as they are joined by hen welfare experts Avril and Michael, who explain how to identify a happy hen and trace an egg’s journey from farm to table.
At the heart of the series are four children tasked with becoming the “egg farmers of the future.” From caring for hens to putting their cooking skills to the test, the young participants face a series of challenges designed to educate while entertaining. The format asks a simple question: will the tiny farmers rise to the occasion or struggle under pressure?
Multi-Platform Launch Strategy
Tiny Farmers will debut on Channel 4’s YouTube channel on 19 January, supported by short-form highlights across Instagram, Facebook, TikTok, and YouTube.
The full episode will also be available to stream from 2 February, with an on-air Channel 4 advert directing audiences to the digital content—underscoring the broadcaster’s cross-platform approach to branded storytelling.
A First Collaboration Between Channel 4 Partner Lab and The Happy Egg Co.
The partnership was brokered by OMD UK, part of Omnicom Media Group, and marks the first collaboration between Channel 4’s Partner Lab—its in-house creative partnerships team—and The Happy Egg Co.
Emma Hopkins, Partner Lab Leader at Channel 4, said the project aligned strongly with the broadcaster’s public-service remit.
“As well as being utterly charmed by the children taking part, it has been fantastic to partner with The Happy Egg Co. for the first time on this family-friendly content which is entertaining and educational, aligning with Channel 4’s unique remit to entertain, educate and inspire.”
Celebrating British Farming and Inspiring the Next Generation
Kate Charman, Senior Brand Manager at Noble Foods, which owns The Happy Egg Co., said the series offers a rare opportunity to showcase the realities of British egg production.
“Partnering with Channel 4 on Tiny Farmers is a fantastic opportunity to shine a light on our farms and the people behind British egg production. Engaging young people in this journey is especially rewarding—it’s about inspiring the next generation while celebrating the role eggs play in healthy diets and sustainable agriculture.”
Entertainment with Purpose
David Williams, Managing Director at Interstellar TV, highlighted the appeal of the format.
“Who knew that chickens, children and cooking would be the perfect recipe for a show full of warm-hearted competition and fun? Harriet, Jessica and our four Tiny Farmers were on cracking form, delighting not just hundreds of happy hens, but everyone watching too.”
Emma Parrett, Head of Creative Alliances at OMD UK, added that the project reflects a growing shift toward audience-first branded content.
“Tiny Farmers is what happens when audience-first thinking meets platform-native storytelling. It celebrates British farming, inspires kids, and makes choosing eggs feel good.”
