Honest Eggs Co. tracks chicken’s steps via VMLY&R

Honest Eggs Co. has taken an unconventional approach to ensuring the health and happiness of its flocks, working with VMLY&R to develop an industry first fitness tracker for chickens.

The campaign, ‘Fitchix’, was created by VMLY&R in partnership with Airbag, proving the farm’s free range credentials by fitting chickens with an ergonomic fitness trackers.

Multiple prototypes were engineered and calibrated to properly capture the activity levels of individual chickens, including step counts, which are printed onto the eggs before they are sent off to supermarkets.

The step-tracking initiative is supported by an integrated campaign across online video, OOH, social and instore.

Honest Eggs Co. general manager, Roger Boyd, 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”.

Jake Barrow, group executive creative director of VMLY&R, said: “The egg category is a minefield of naming conventions, all designed to sound like the chickens are getting a pretty good deal. The reality is often otherwise. Right through from product, to campaign, to transaction point, FitChix is an innovation that delivers irrefutable proof that the chickens at Honest Eggs farms live a free and healthy life. So, make sure your next carbonara is an Honest one!”

Charmaine Griffith, growth director at VMLY&R, added: “As shoppers become increasingly conscious of their environmental impact, Honest Eggs Co. is helping to bring the promise of regenerative farming front and centre on supermarket shelves. As one of Australia’s foremost pioneers in this field, we’re proud to share their story.”


Honest Eggs Co. :
Co-Founders Honest Eggs Co: Paul Righetti / Ian Garsed
General Manager: Roger Boyd
Manager Events & Sales Execution: Jeanette Wong

Chief Creative Officer: Paul Nagy
Group Executive Creative Director: Jake Barrow
Creative Director: Kieran Moroney
Copywriter: Isabel Evans
Art Director: Amanda Chen
Lead Producer: Mel Herbert
Producer: Fiona Norman
Junior Producer: Maddison Fricker
Lead Editor: Alek Janev
Director & Editor: Sara Glaoua
Head of Design: Lewis Brown
Designer: Brock Willis
Managing Director: Sarah Bailey
Group Business Director: Rhys Thomas
Account Executive: Russell Philip
Marketing & Business Development Director: Charmaine Griffith
Creative: Loki Choi
Creative: Lauren Regolini

Creative Technologist: Steven Nicholson
Daniel MacNish: Technologist
Producer: Nick Venn
Managing Partner: Adrian Bosich
Head of Production: Martin Box
3D Modelling: Henry Bullen
3D Printing & Production: Nick Pledge
Concept Artist: Xavier Irvine

Consumer Practise Director: Jessie Gogan
Account Director: Georgina Dawson

Media: GroupM
Head – Digital Investment: Deepak Tahiliani
National Head of Investment: Claire Butterworth


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