Victoria, Australia – Egg brand Honest Eggs Co. has launched its new product, FitChix, the first-ever fitness trackers designed for chickens. The new innovation comes with an integrated campaign made in collaboration with marketing agency VMLY&R, which is designed to show people how free and healthy the brands’ chickens really are.
For the campaign, VMLY&R collaborated with creative collective Airbag to create ergonomic, chicken-friendly fitness trackers that don’t impose on day-to-day life and behaviour. The new tool measures step counts, which are printed onto the eggs that Australians buy at the supermarket.
“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,” said Honest Eggs Co. General Manager Roger Boyd.
Jake Barrow, group executive creative director of VMLY&R also commented, “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!”
Charmaine Griffith, growth director VMLY&R, also said that Honest Eggs Co. aims 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,” she added.
FitChix will appear in OLV, OOH, Social and in-store to educate consumers on the importance of sustainable and regenerative farming practices.
