The One Show
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Learn more about The One Show 2026
Category
Commerce
Annual ID
OS24_CT022B
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 and 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. We just needed more people to start noticing 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:
As a sustainable player in the egg industry, we needed to educate consumers on how eggs are farmed. 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 existing printing process. The ‘eggs with steps’ were delivered to 350+ stores across Australia and remain a permanent feature on every egg sold by Honest Eggs Co.
To create awareness and drive traffic to stores, we ran an integrated campaign across social, site specific OOH and earned PR.
Now every time a consumer shops for eggs they can see how free our chickens are and make an educated decision at the point-of-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 and 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. We just needed more people to start noticing 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:
As a sustainable player in the egg industry, we needed to educate consumers on how eggs are farmed. 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 existing printing process. The ‘eggs with steps’ were delivered to 350+ stores across Australia and remain a permanent feature on every egg sold by Honest Eggs Co.
To create awareness and drive traffic to stores, we ran an integrated campaign across social, site specific OOH and earned PR.
Now every time a consumer shops for eggs they can see how free our chickens are and make an educated decision at the point-of-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: 9
Bronze 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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