Honest Eggs Co. Launches ‘FitChix’ – A Fitness Tracker for Chickens

“The egg category is a minefield of naming conventions, all designed to sound like the chickens are getting a pretty good deal.”





Honest Eggs Co. and VMLY&R have launched FitChix, the first-ever fitness trackers designed for chickens. Yes, you read that right.

This is part of an integrated campaign designed to cleverly 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 don’t impose on day-to-day life and behavior, the agency said adding that 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.


“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.

“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”.

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.


Jake Barrow, Group Executive Creative Director of VMLY&R, added “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!”

Said 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. 

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


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


Creative Technologist: Steven Nicholson Daniel MacNish: Technologist
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

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