FitChix
About the Work The Problem: ‘Free range’ is the 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 a lot better for the chickens. We just needed more people to start noticing our eggs. 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. The Solution: The chickens at Honest Eggs co. have a lot more space to roam than other farms. But consumers couldn’t separate us from the big egg producers hiding behind misleading labels. IDEA: We print our chickens daily step counts onto our eggs, so customers can see how free they really are. To do this, we invented 'FitChix' - the world’s first step counter made for a chicken. Each week the device is put on a small number of chickens to track their movements. The data is then collated and their average daily step count printed onto our eggs before being distributed to 350+ stores across the country. By putting this information directly into the hands of the consumer, they can make more informed decisions at the point of purchase. The Results: The ‘eggs with steps’ provides consumers with a tangible metric to assess their purchase, giving them the information they need to buy eggs from truly free chickens. We also saw: - 493% increase in online conversation - 222% new stockist applications - 25% sales revenue in the first 3 weeks - 40% increase in purchase orders - +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.
- • Cannes Lions — General — Gold
- • Cannes Lions — General — Bronze
- • The One Show — Creative Use of Data — Gold Pencil
- • The One Show — Innovation / New Ideas in Out of Home — Gold Pencil
- • The One Show — Promotional Items — Gold Pencil
- • LIA — Ambient & Activation - Creative Use of Data — Gold
- • LIA — Ambient & Activation - Corporate Purpose/Social Responsibility — Bronze
- • LIA — Ambient & Activation — Grand LIA
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