As a consumer, it's hard to know which eggs are the most ethical and sustainable choice.

Free-range is the most popular egg category in Australia, making up 47% of total retail sales. Every day, consumers automatically buy free-range eggs because they believe this to be the most ethical choice. What consumers don’t realize is that the free-range label is used by egg farms with up to 10,000 chickens per hectare. Our objective was to bring honesty to the egg industry and we set out to accomplish this by building conversations about Honest Eggs Co.'s point of difference, and increasing their customer base and stockists of the product.

HOEGVM0001 Honest Eggs Case Study v38 5 no inno super
It's not just a great idea, it's a great egg.

Brent Smart

CMO, Telstra

Free-range, open range, barn laid, cage-free – the supermarket egg shelf can be 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 practices are better for the chicken and the farm, and ultimately get people to reconsider the type of eggs they purchase.

We wanted to bring honesty to the egg industry and set out to accomplish it by building conversation about Honest Eggs Co.

We know Honest Eggs Co.'s method of farming is the way forward. It’s ecological for the environment, creates a great product and remains a profitable business. But consumers couldn’t separate Honest Eggs Co. from big egg producers hiding behind misleading labels. So the idea we came up with was simple: What if we could create a better egg that showed people the conditions it was farmed in?

By tracking chickens and printing their step count onto the eggs, we transformed Honest Eggs Co.'s core product into a new media that called out every other brand of eggs on the supermarket shelf.

Together with VML, Honest Eggs Co. 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.

Roger Boyd, Honest Eggs Co. General Manager, 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's the one you can count on to be honest and transparent about the way we farm."

  • 25% sales increase vs same period previous year
  • 40% increase in orders received
  • 222% increase in inquiries from new stockists
  • More than $40 million in earned PR reach

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