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Category
Innovation / New Ideas in Creative Use of Data
Annual ID
OS24_CU003G
About the Work
The Problem:
‘Free range’ is the the most popular egg category in Australia, making up 47% of total retail sales. Everyday consumers automatically buy ‘Free Range’ eggs because they believe this to be the ethical choice. What consumers don’t realise, is that the ‘Free Range’ label is used by egg farms with 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. We just needed more people to know the story of our eggs.
Our key objective was to bring honesty to the egg industry. We set out to accomplish this by building conversation about our point of difference, increasing our customer base and increasing stockists of our product.
The Solution:
The chickens at Honest Eggs co. have a lot more space to roam than other farms. But consumers couldn’t separate us from the big egg producers hiding behind misleading labels.
IDEA: We print our chickens daily step counts onto our eggs, so customers can see how free they really are.
To do this, we invented 'FitChix' - the world’s first step counter made for a chicken. Each week the device is put on a small number of chickens to track their movements. The data is then collated and their average daily step count printed onto our eggs before being distributed to 350+ stores across the country.
By telling the consumer this story on our product they can make more informed decisions at the point of purchase.
The Results:
The ‘eggs with steps’ provides consumers with a tangible metric to assess their purchase, giving them the information they need to buy eggs from truly free chickens. We also saw:
- 493% increase in online conversation
- 222% new stockist applications
- 25% sales revenue in the first 3 weeks
- 40% increase in purchase orders
Furthermore, one of the two largest supermarkets in Australia reached out to discuss how Honest Eggs Co. can spearhead their sustainable and regenerative range.
To continue to spread awareness, we’re going to keep doing what we do best. Sell honest eggs.
‘Free range’ is the the most popular egg category in Australia, making up 47% of total retail sales. Everyday consumers automatically buy ‘Free Range’ eggs because they believe this to be the ethical choice. What consumers don’t realise, is that the ‘Free Range’ label is used by egg farms with 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. We just needed more people to know the story of our eggs.
Our key objective was to bring honesty to the egg industry. We set out to accomplish this by building conversation about our point of difference, increasing our customer base and increasing stockists of our product.
The Solution:
The chickens at Honest Eggs co. have a lot more space to roam than other farms. But consumers couldn’t separate us from the big egg producers hiding behind misleading labels.
IDEA: We print our chickens daily step counts onto our eggs, so customers can see how free they really are.
To do this, we invented 'FitChix' - the world’s first step counter made for a chicken. Each week the device is put on a small number of chickens to track their movements. The data is then collated and their average daily step count printed onto our eggs before being distributed to 350+ stores across the country.
By telling the consumer this story on our product they can make more informed decisions at the point of purchase.
The Results:
The ‘eggs with steps’ provides consumers with a tangible metric to assess their purchase, giving them the information they need to buy eggs from truly free chickens. We also saw:
- 493% increase in online conversation
- 222% new stockist applications
- 25% sales revenue in the first 3 weeks
- 40% increase in purchase orders
Furthermore, one of the two largest supermarkets in Australia reached out to discuss how Honest Eggs Co. can spearhead their sustainable and regenerative range.
To continue to spread awareness, we’re going to keep doing what we do best. Sell honest eggs.
2024 Awards
Total Points: 45
Gold Pencil
Credits
Agency
VML Australia / Melbourne
Client / Brand
Honest Eggs Co.
Production Company
Airbag
Art Director
Amanda Chen
Chief Creative Officer
Paul Nagy
Copywriter
Isabel Evans
Creative Director
Kieran Moroney
Creative Technologist
Steven Nicholson
Designer
Brock Willis
Editor
Leigh Cooke
Ramon Watkins
Photographer
Ryan Creevey
Producer
Nick Venn
Fiona Norman
Group Executive Creative Director
Jake Barrow
Head of Design
Lewis Brown
Lead Editor
Alek Janev
3D Modeling
Henry Bullen
3D Printing & Production
Nick Pledge
Account Director
Georgina Dawson
Account Executive
Russell Philip
Co-Founder Honest Eggs Co.
Ian Garsed
Paul Righetti
Concept Artist
Xavier Irvine
Consumer Practise Director
Jessie Gogan
Creative
Lauren Regolini
Locki Choi
Director & Editor
Sara Glaoua
General Manager
Roger Boyd
Group business Director
Rhys Thomas
Head - Digital Investment
Deepak Tahiliani
Head of Production
Martin Box
Junior Producer
Maddison Fricker
Lead producer
Mel Herbert
Manager Events & Sales Execution
Jeanette Wong
Managing Director
Sarah Bailey
Managing Partner
Adrian Bosich
Marketing & Business Development Director
Charmaine Griffith
National Head of Investment
Claire Butterworth
Technologist
Daniel MacNish
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