A three-part creative challenge

1. While some shoppers buy on values, understanding regenerative farming’s benefits is not priority for the mass of Aussies putting eggs in the basket.

We needed a simple yet compelling way into regenerative farming, through our chickens and our eggs.

2. Nearly half of Australian egg sales are free range, so a lot of shoppers think they’re doing the right thing already.

We needed to prove we’re a better choice despite coming at a higher price.

3. We had a shoe-string budget. Genuinely. $30,000 AUD to make a difference in a huge category with dominant players and a confusing narrative. We couldn’t media buy our way to success.

We had to think creatively – and go a bit rogue - to get noticed.

Solution

The Idea

We know our method of farming is the way forward. It’s good for the environment, creates a great product and remains a profitable business. But consumers couldn’t separate us from the big egg producers hiding behind misleading labels.

The idea was simple.

‘What if we could create a better egg that gives tangible proof of the conditions it was farmed in?’

So FitChix was born.

By tracking our chickens and printing their step count onto our eggs, we transformed our core product into a new media that called out every other egg brand on the supermarket shelf by proving our chooks’ freedom.

The Execution

World first: a step counter for chickens. With the rise of wearable fitness devices, consumers know what a good daily step count is. We needed to capture this commonly understood data from our chickens. We designed FitChix as a lightweight, chicken-friendly innovative technology that records their natural movements. Prototypes were tested to ensure they didn’t impact the chicken’s quality of life – that’s why we discarded the egg-shaped version that drove them clucking mad…

We put the step count where it most counts: on our eggs. For regulatory traceability, every egg on the supermarket shelf already has a printed farm code. We switched this code with our chicken’s daily step count. So, our eggs themselves became a creative asset and a totally new medium. On March 9th 2023, the first ‘eggs with steps’ were delivered. The 'steps' remain a permanent feature on every egg sold by Honest Eggs Co.

The steps to FitChix fame. To create awareness and drive traffic to stores, we ran an integrated campaign across social, site-specific OOH and earned PR.

317 poster sites were donated across NSW, QLD and VIC – donated because of belief in Honest Eggs Co ethics.

The AV ran on Meta, Snapchat, Tiktok and Yahoo.

The value of the media donated was $397,000.

The campaign ran for 4 weeks, from March 13-April 16 2023.

FitChix has helped to put Honest Eggs Co “in the perfect position as a business”, according to CMO Roger Boyd.