‘Free range’ is the most popular egg category in Australia, making up 47% of total retail sales. Everyday consumers automatically buy ‘Free Range’ eggs because they believe this to be the ethical choice. What consumers don’t realise, is that the ‘Free Range’ label is used by egg farms with up to 10,000 chickens per hectare. 




At Honest Eggs Co. we only have 30 chickens per hectare. Our method of regenerative farming is less wasteful, reduces stress on the land, and is better for the chickens. We just needed more people to know it.



Our insight came when we wondered ‘What if we could create a better egg that showed people the conditions it was farmed in?’

Our key objective was to bring honesty to the egg industry. We set out to accomplish this by creating conversation, increasing our customer base and increasing stockists of our product.

Our target audience was ‘Free Range’ egg buyers. And we needed to engage the sensibilities of this audience who’ve been led to believe that ‘Free Range’ eggs are the most ethical choice on the supermarket shelf.

Our strategy was simple, be honest with our physical product and show consumers how free and healthy the chickens are on our regenerative farms. If we can gain the attention of consumers at the point-of-purchase, we can empower them to make informed decisions and change the industry for good.

Using the FitChix device to accurately record data on our farms, we can show customers the average step count and daily roaming distance of our chickens.

Our media approach would raise awareness on social, drive consideration near premises through selectively placed digital OOH and influence decisions at the point of purchase. 


We created the 'FitChix' device using hen-friendly materials with customised software and GPS tracking to track a small group of our chickens' daily step counts. To deliver our message, we replaced the printed farm code on every egg sold in Australia with the step count of our chickens, utilizing our existing printing process for regulatory traceability.

The first 'eggs with steps' were launched with bespoke campaign packaging and distributed to 362 stores across Australia. These innovative eggs are now a permanent feature of every egg sold by Honest Eggs Co.

To drive traffic to stores, we ran a targeted integrated campaign across social and OOH in proximity to key retail stores. An earned media strategy saw our farmer booked for 7 national broadcast interviews.

We made our chickens famous and even put their workouts on Strava.

The FitChix campaign has completely reframed how people think about eggs. We’ve empowered consumers to make more sustainable egg purchases, greatly increased our presence in stores and propelled the business forward.



Within the first two months of the campaign going live, we saw a +493% increase in online conversation. And 38 million earned PR reach - connecting with over 148% of the Australian population.



In the first three weeks, purchase orders from existing stockists increased 40% which maxxed out our available supply. While sales revenue hit the limit and increased 25%.



We also got solid engagement from retailers with +222% new stockist applications. 



Furthermore, one of the two largest supermarkets in Australia reached out to discuss how Honest Eggs Co. can spearhead their sustainable and regenerative range. 



To continue to spread awareness, we’re going to keep doing what we do best. Sell honest eggs.