The One Show
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Category
Promotional Items
Annual ID
OS24_HW003G
About the Work
The Problem:
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 better for the chickens. We just needed more people to know it.
Our insight came when we assessed our core product and wondered ‘What if we could create a better egg that showed people the conditions it was farmed in?’
Our key objective was to bring honesty to a deceptive industry by raising awareness and acquiring new stockists to take vital shelf space from industry behemoths.
The Solution:
This promotional item consists of an egg carton with a dozen eggs. But there’s a crucial difference, every Honest Egg Co. egg features the daily step count of a chicken on our farms.
To bring this data to the supermarket, we created 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 and provide an accurate understanding of how free our chickens are. Farming regulations require every egg on Australian shelves to feature a code for tracing. So to deliver our message we switched this code with the step counts of our chickens using our existing printing process.
The 'eggs with steps' are delivered nationwide every week. And with our chickens laying over 40,000 eggs a day, that’s a lot of free media.
Now every time a customer picks up a carton to check their eggs they receive the information they need to make an educated purchase.
This campaign has already seen 493% increase in online conversation. As well as +222% new stockist applications, +25% sales revenue in the first 3 weeks and a 40% increase in purchase orders.
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 better for the chickens. We just needed more people to know it.
Our insight came when we assessed our core product and wondered ‘What if we could create a better egg that showed people the conditions it was farmed in?’
Our key objective was to bring honesty to a deceptive industry by raising awareness and acquiring new stockists to take vital shelf space from industry behemoths.
The Solution:
This promotional item consists of an egg carton with a dozen eggs. But there’s a crucial difference, every Honest Egg Co. egg features the daily step count of a chicken on our farms.
To bring this data to the supermarket, we created 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 and provide an accurate understanding of how free our chickens are. Farming regulations require every egg on Australian shelves to feature a code for tracing. So to deliver our message we switched this code with the step counts of our chickens using our existing printing process.
The 'eggs with steps' are delivered nationwide every week. And with our chickens laying over 40,000 eggs a day, that’s a lot of free media.
Now every time a customer picks up a carton to check their eggs they receive the information they need to make an educated purchase.
This campaign has already seen 493% increase in online conversation. As well as +222% new stockist applications, +25% sales revenue in the first 3 weeks and a 40% increase in purchase orders.
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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