Honest Eggs Co. and VMLY&R Sydney have launched FitChix, the first-ever fitness trackers designed for chickens. Accompanying the innovation is an integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens really are.
VMLY&R collaborated with Airbag to create ergonomic, chicken friendly fitness trackers that don’t impose on day-to-day life and behavior. Multiple prototypes were engineered and calibrated to properly capture the activity levels of individual chickens–including step counts, which are printed onto the eggs that Australians buy at the supermarket.
Honest Eggs Co. general manager Roger Boyd explained, “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”.
As well as the fitness trackers and step count on each egg laid, FitChix will appear in OLV, OOH, Social and in-store to educate consumers on the importance of sustainable, regenerative farming practices.
Jake Barrow, group executive creative director of VMLY&R Sydney, 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.”
This video showcases the FitChix initiative, explaining what the number displayed on each egg represents.
