The Drum | Honest Eggs Co Launches FitChix
How free and healthy is the chicken laying the eggs that you purchase at the supermarket? That’s the question an Australian egg company has answered with a surprising new innovation.
Honest Eggs Co has launched the first-ever fitness tracker designed for chickens – FitChix.
The ergonomic, chicken-friendly fitness trackers capture the activity levels of individual chickens – including step counts – which are printed onto the eggs before they are packaged for sale.
The trackers, which were created by Honest Eggs Co creative agency VMLY&R in collaboration with Airbag, are designed to monitor the chicken’s day-to-day life and behaviour, but not impose or interfere with it.
Roger Boyd, general manager of Honest Eggs Co. says the tracker is part of the company’s 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”.
As well as the fitness trackers and step count on each egg laid, FitChix will appear in OLV, OOH, Social and in-store to help educate consumers on the importance of sustainable, regenerative farming practices.
The campaign aims to highlight the company’s ethical farming practices in a confusing and misleading category. The egg category is notoriously difficult for consumers to navigate as definitions such as cage-free, free-range and pasture-raised do not always relate to healthy and ethical standards.
Jake Barrow, group executive creative director of VMLY&R says “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…