Free range, open range, barn laid, cage free - the supermarket egg shelf is pretty confusing. As a consumer, it's hard to know which eggs are the most ethical and sustainable choice. We set out to demonstrate Honest Eggs Co's regenerative farming practises are better for the chicken and the farm, and ultimately get people to reconsider the type of egg they purchase.

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Together with VMLY&R they launched FitChix, the first-ever fitness trackers designed for chickens. This innovation was accompanied by an integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens really are.

Honest Eggs Co. General Manager Roger Boyd said “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”.

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Results (so far)
  • +25% sales vs same period last year
  • 40% increase in orders received
  • 222% increase in enquiries from new stockists
  • 40 million+ Earned PR Reach
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