FitChix
Honest Eggs Co. · 2023
8 awards: ANDY Awards · Clio Health · Cannes · D&AD · +4 more
Strategic insight
Consumers understand fitness metrics from their own wearables. By translating chicken welfare into a language they already know—daily steps—the work bypassed abstract arguments about regenerative farming and made quality visible at point of purchase.
The Tech
FitChix is a custom-built, GPS-enabled wearable designed to track chicken movement without stress. The device uses hen-friendly materials and customised software. Critically, the team tested prototypes to eliminate designs that agitated the birds—and discarded an egg-shaped prototype that failed.
Business Result
First three weeks: purchase orders from existing stockists rose 40%, sales revenue increased 25%, and new stockist applications jumped 222%. Two major Australian supermarkets committed to removing cage eggs a decade earlier than planned and approached Honest Eggs to lead their regenerative range.