Shortly before Easter, an above-average number of eggs are sold. But many people do not know that the majority of eggs are produced by chickens that are not kept under species-appropriate conditions. Reason enough to implement a provocative promotion that provides consumer information, attracts consumer attention and generates discussion – on location and in the media. Since 68% of all chickens worldwide are treated like egg-laying machines, we had the idea of putting live chickens in a vending machine – the Egg Machine – for a short time to suggest that pedestrians could buy fresh eggs from it, before they were cleared up. The Egg Machine was set up in a city centre, drew passers-by as well as the media, and attracted more attention than the traditional posters or billboards. Local and national TV news and major newspapers reported on it and shortly afterwards, a lively discussion broke out on the internet.

Everyone who saw the Egg Machine stopped to satisfy their curiosity. They were informed about the non-species-appropriate conditions under which chicken are kept and told what they could do to remedy the situation. The Egg Machine not only attracted passers-by – the media also became veryinterested. Local and national TV news as well as numerous major newspapers reported on it and shortly afterwards, a lively discussion broke out on the internet.