The egg industry is one of the most misleading food industries in the world. On the supermarket shelf you’ll see Free Range, Open Range, Cage Free, Nest Laid, Barn Laid, and Free Run eggs - the list goes on. Despite all these wholesome sounding names, a ‘Free Range’ egg farm can have 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 a lot better for the chickens. But we needed a campaign to shake up public perception of the egg industry and show how free and healthy our chickens are.

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

In a world first, we innovated the humble egg into a revolutionary piece of outdoor. Now when anyone opens up a carton of Honest Eggs Co. eggs, they can see how free and healthy our chickens are.

By using our product as ambient media we rose above our competitors on the supermarket shelf. It allowed us to provide vital information to customers at point-of-purchase and empowered them to make more ethical choices. The greatest impact has been gaining market share and ultimately changing the industry for the better.

This campaign has been in market for less than two months and has already seen 493% increase in online conversation. As well as +222% new stockist applications, +25% sales revenue in the first 3 weeks and a 40% increase in purchase orders.

The ‘FitChix’ campaign had the unique challenge of working directly against the public perception of ‘Free Range’ eggs. As evidenced by the following research, consumers have a positive perception of ‘Free Range’ eggs when compared to cage eggs.

“Qualitative analysis of focus groups and interviews involving 73 participants revealed that free-range and cage-free eggs are perceived as being better quality, more nutritious, and safer, and having better sensory characteristics, than caged eggs.“

Article by Heather J. Bray & Rachel A. Ankeny - Published 16 May 2017.

This lesser of two evils situation has allowed the Australian Free Range egg industry remain stagnate and capitalise on the status quo.

Until 'FitChix' came along…

The most disruptive issue in the egg industry is inaction on sustainability. In Australia, the majority of all eggs farmed come from three big producers making any shift in market challenging. These egg farms thwart the attempts of progressive egg farmers who pursue more sustainable practices.

With a population that overwhelmingly believes any ‘Free Range’ egg is a good egg, it was time for Honest Eggs Co. to lift the lid and share the honest truth. By adapting our product we could tell a brand story our competitors couldn’t. This strategy helped educate consumers to make better choices and set the industry on a stable path to more sustainable outcomes.