SDG 12.

Sustainable production.

The egg industry is one of the most misleading food industries in the world. On the supermarket shelf most eggs are labelled ‘Free Range’. But despite this wholesome name, ‘Free Range’ farms can legally have up to 10,000 chickens per hectare. This damages soil, reduces nutrition density of eggs and greatly affects the lives of chickens.

At Honest Eggs Co., we use regenerative practices on our egg farms to reduce impact on the land and increase quality of life for our chickens. And with only 30 chickens per hectare we have a best in class story to share. But we only have a small market share, so we needed a category redefining campaign to take on the industry.

Our key objective was to bring honesty to the egg industry. We set out to build conversation about our point of difference, increase our customer base and stockists.

We know our method of farming is the way forward. It’s ecological 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. So, the idea we came up with was simple, ‘What if we could create a better egg that showed people the conditions it was farmed in?’

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.

Thanks to ‘FitChix’ consumers now know where to look for eggs that come from truly free and healthy chickens.

With the rise of wearable fitness devices and health metric tracking, consumers know what a good daily step count is. With this in mind, our data strategy was to capture this commonly understood data from our chickens.

To do this, we needed a device that was symbiotic with the chicken. So we invented 'FitChix' - a lightweight, chicken-friendly piece of innovative technology that records their natural movements. This device is put onto a small group of chickens every week to record their average daily step count. Once we acquired the data, we needed to find the perfect delivery method to share this. And luckily, our core product was the answer.

We started by inventing the ‘FitChix’ device. Made from hen-friendly materials it features customised software and GPS tracking. These devices are put on a small group of our chickens each week to track their daily step counts.

We then piggybacked our existing printing process. For regulatory traceability, every egg on Australian shelves has a printed farm code. So, to deliver our message we switched this code with the step counts of our chickens.

On March 9th 2023, the ‘eggs with steps’ were delivered to 350+ stores across Australia. The 'steps' remain a permanent feature on every egg sold by Honest Eggs Co.

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

We also made the device open source so every honest egg farmer around the world can use it.

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 maxed-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.