• by Fern Siegel , March 20, 2023

First there were fitness trackers for people. Now there is one for chickens.

Honest Eggs Co. had debuted the product, as it’s on a mission to improve egg farming.

VMLY&R created the FitChix integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens are.

VMLY&R collaborated with Airbag to create ergonomic, chicken-friendly fitness trackers that don’t impede the bird, but records 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.

Boyd said his company is “honest and transparent about the way we farm.”

The FitChix campaign appears in OLV, out of home, social and in-store to educate consumers on the importance of sustainable, regenerative farming practices.

According to the Syngenta Group, regenerative agriculture blends sustainable innovation with tradition. It focuses on literal regeneration of the soil and of the planet’s ecosystems. Regenerative agriculture improves soil, delivers high productivity and high-quality food and helps fight climate change and restore lost biodiversity. 

Jake Barrow, Group ECD 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.”

VMLY&R, a subsidiary of WPP, has done work for Dell Technologies, Starbucks, Greenpeace, Colgate and Wendy’s.