Free-range is the most popular egg category in Australia, making up 47% of total retail sales. Every day, consumers automatically buy free-range eggs because they believe this to be the most ethical choice. What consumers don’t realize is that the free-range label is used by egg farms with up to 10,000 chickens per hectare. Our objective was to bring honesty to the egg industry and we set out to accomplish this by building conversations about Honest Eggs Co.'s point of difference, and increasing their customer base and stockists of the product.
FitChix
Changing the egg industry one step at a time
Client
- Honest Eggs Co.
Office
- Melbourne
As a consumer, it's hard to know which eggs are the most ethical and sustainable choice.
It's not just a great idea, it's a great egg.
Brent Smart
CMO, Telstra
Free-range, open range, barn laid, cage-free – the supermarket egg shelf can be confusing. As a consumer, it's hard to know which eggs are the most ethical and sustainable choice. We set out to demonstrate Honest Eggs Co.'s regenerative farming practices are better for the chicken and the farm, and ultimately get people to reconsider the type of eggs they purchase.
We wanted to bring honesty to the egg industry and set out to accomplish it by building conversation about Honest Eggs Co.
We know Honest Eggs Co.'s method of farming is the way forward. It’s ecological for the environment, creates a great product and remains a profitable business. But consumers couldn’t separate Honest Eggs Co. from big egg producers hiding behind misleading labels. So the idea we came up with was simple: What if we could create a better egg that showed people the conditions it was farmed in?
By tracking chickens and printing their step count onto the eggs, we transformed Honest Eggs Co.'s core product into a new media that called out every other brand of eggs on the supermarket shelf.
Together with VML, Honest Eggs Co. launched "FitChix" – the first-ever fitness trackers designed for chickens. This innovation was accompanied by an integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens really are.
Roger Boyd, Honest Eggs Co. General Manager, said: "Honest Eggs Co. is on a mission to change egg farming for the better. We launched FitChix to help monitor the health of our chooks and to continue to bring attention to why regenerative farming is better for the hens, the egg, the land, the farmer and the community. In an extremely confusing category, Honest Eggs Co. is an easy choice, as it's the one you can count on to be honest and transparent about the way we farm."
- 25% sales increase vs same period previous year
- 40% increase in orders received
- 222% increase in inquiries from new stockists
- More than $40 million in earned PR reach
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Awards
2024 Cannes Lion
Creative Strategy — Challenger Brand Strategy
Silver Lion
2024 Cannes Lions
Health & Wellness — Animal Health - Brand Experience & Activation
Bronze Lion
2024 Cannes Lions
Brand Experience & Activation — Customer Acquisition & Retention
Bronze Lion
2024 Cannes Lions
Creative Effectiveness — Challenger Brand
Bronze Lion
2024 Cannes Lions
Creative Strategy — Market Disruption
Bronze Lion
The One Show
2024
5 Gold, Silver, 2 Bronze
The AdAge Awards
2024
Tech Innovation of the Year
Spikes Asia Awards
2024
5 Grand Prix, 5 Gold Spikes, 2 Silver Spikes
2023 Cannes Lions
Outdoor - Design for Promotional Items
Gold
2023 Cannes Lions
Outdoor - Market Disruption
Silver
2023 Cannes Lions
Media - Food & Drink
Silver
2023 Cannes Lions
Creative Commerce - Sustainable Commerce
Silver
New York Festivals
2023
3 Gold
Mad Stars
2023
2 Grand Prix
London International Awards
2023
2 Grand Lia, 2 Gold
Press
Honest Eggs Co launches ‘FitChix’, a fitness tracker designed for chickens
The Drum
Honest Eggs Co. Launches FitChix Fitness trackers for Chickens via VMLY&R and AirbagCampaign Brief
Produce brand prints chickens’ step counts on eggs as proof of welfareContagious
Honest Eggs Co. Creates FitChix: The First Fitness Trackers Designed for Chickens via VMLY&R4As
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