Free-range is the the most popular egg category in Australia, making up 47% of total retail sales. Everyday consumers automatically buy free-range eggs because they believe this to be the 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. We set out to accomplish this by building conversation about Honest Eggs Co.'s point of difference, increasing their customer base and increasing stockists of the product.
FitChix
Changing the egg industry one step at a time
Client
- Honest Eggs Co.
Office
- Melbourne
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 is the one you can count on to be honest and transparent about the way we farm."
- +25% sales vs same period last year
- 40% increase in orders received
- 222% increase in enquiries from new stockists
- 40 million+ Earned PR Reach
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Awards
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
2023 New York Festivals
Avant-Garde/Innovative - Product Innovation
Gold
2023 New York Festivals
Hell's Kitchen - Product Innovation
Gold
2023 New York Festivals
The G100 Awards - Genius Product of The Year
Gold
2023 Mad Stars
Data Insight Stars - Sectors - Foods
Grand Prix
2023 Mad Stars
Commerce Stars - Sectors - Foods
Grand Prix
2023 London International Awards
Integrated - Integration
Grand LIA
2023 London International Awards
Ambient - Activation
Grand LIA
2023 London International Awards
Ambient - Creative Use of Data
Gold
2023 London International Awards
Creative Data - Date-Led Creativity
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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