Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG

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Honest Eggs Co. and VMLY&R 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 doesn’t impose on day-to-day life and behaviour. 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.

Says Roger Boyd, general manager, Honest Eggs Co.: “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.”

Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG

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.

Says Jake Barrow, group executive creative director of VMLY&R: “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. So, make sure your next carbonara is an Honest one!”

Says Charmaine Griffith, growth director, VMLY&R: “As shoppers become increasingly conscious of their environmental impact, Honest Eggs Co. is helping to bring the promise of regenerative farming front and centre on supermarket shelves. As one of Australia’s foremost pioneers in this field, we’re proud to share their story.”

Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG Honest Eggs Co. launches FitChix fitness trackers designed for chickens via VMLY&R and AIRBAG

Honest Eggs Co.
Co-Founders Honest Eggs Co: Paul Righetti / Ian Garsed
General Manager: Roger Boyd
Manager Events & Sales Execution: Jeanette Wong

Creative Agency: VMLY&R
Chief Creative Officer: Paul Nagy
Group Executive Creative Director: Jake Barrow
Creative Director: Kieran Moroney
Copywriter: Isabel Evans
Art Director: Amanda Chen
Lead Producer: Mel Herbert
Producer: Fiona Norman
Junior Producer: Maddison Fricker
Lead Editor: Alek Janev
Director & Editor: Sara Glaoua
Head of Design: Lewis Brown
Designer: Brock Willis
Managing Director: Sarah Bailey
Group Business Director: Rhys Thomas
Account Executive: Russell Philip
Marketing & Business Development Director: Charmaine Griffith
Creative: Loki Choi
Creative: Lauren Regolini

AIRBAG:
Creative Technologist: Steven Nicholson
Technologist: Daniel MacNish
Producer: Nick Venn
Managing Partner: Adrian Bosich
Head of Production: Martin Box
3D Modelling: Henry Bullen
3D Printing & Production: Nick Pledge
Concept Artist: Xavier Irvine

PR: BCW
Consumer Practise Director: Jessie Gogan
Account Director: Georgina Dawson

Media: GroupM
Head – Digital Investment: Deepak Tahiliani
National Head of Investment: Claire Butterworth