The egg industry is one of the most misleading food industries in the world. On the supermarket shelf you’ll see Free Range, Open Range, Cage Free, Nest Laid, Barn Laid, and Free Run eggs - the list goes on. Despite all these wholesome sounding names, a ‘Free Range’ egg farm can have up to 10,000 chickens per hectare. 

At Honest Eggs Co. we only have 30 chickens per hectare. Our method of regenerative farming is less wasteful, reduces stress on the land, and is a lot better for the chickens. But we needed a campaign to shake up public perception of the egg industry and show how free and healthy our chickens are.

So, we innovated the humble egg to carry an important message from the farm to the supermarket shelf.

To do this, we designed ‘FitChix’ the world’s first step counter custom made for a chicken. Each week the device is put on a small number of chickens to track their movements as they roam freely around our regenerative farms.

For regulatory traceability, every egg on Australian shelves has a printed farm code. So to deliver our message we switched this code with the step counts of our chickens during the printing process.

Now every time consumers shop for eggs they can see how free our chickens are and make an educated decision at the point-of-purchase.