Fitness tracker for Chickens? Meet Fitchix

(Courtesy VMLY&R)

Honest Eggs Co. and VMLY&R have launched FitChix, the first-ever fitness trackers designed for chickens. Accompanying the innovation is an integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens really are.

VMLY&R collaborated with Airbag to create ergonomic, chicken-friendly fitness trackers that doesn’t impose on day-to-day life and behavior. Multiple prototypes were engineered and calibrated to properly capture the activity levels of individual chickens – including step counts, which are printed onto the eggs that Australians buy at the supermarket.

Said Honest Eggs Co. General Manager Roger Boyd “Honest Eggs Co. is on a mission to change egg farming for the better. 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. In an extremely confusing category, Honest Eggs Co. is an easy choice as it is the one you can count on to be honest and transparent about the way we farm”.

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. So, make sure your next carbonara is an Honest one!” Watch below:


“The egg category is a minefield of naming conventions, all designed to sound like the chickens are getting a pretty good deal,” noted Jake Barrow, Group Executive Creative Director of VMLY&R.

“As shoppers become increasingly conscious of their environmental impact, Honest Eggs Co. is helping to bring the promise of regenerative farming front and centre on supermarket shelves. As one of Australia’s foremost pioneers in this field, we’re proud to share their story,” added Charmaine Griffith, Growth Director VMLY&R.

As well as the fitness trackers and step count on each egg laid, FitChix will appear in OLV, OOH, Social and in-store to educate consumers on the importance of sustainable, regenerative farming practices.


CLIENT: Honest Eggs Co.

  • Co-Founders Honest Eggs Co: Paul Righetti / Ian Garsed
  • General Manager: Roger Boyd
  • Manager Events & Sales Execution: Jeanette Wong


  • Chief Creative Officer: Paul Nagy
  • Group Executive Creative Director: Jake Barrow
  • Creative Director: Kieran Moroney
  • Copywriter: Isabel Evans
  • Art Director: Amanda Chen
  • Lead Producer: Mel Herbert
  • Producer: Fiona Norman
  • Junior Producer: Maddison Fricker
  • Lead Editor: Alek Janev
  • Director & Editor: Sara Glaoua
  • Head of Design: Lewis Brown
  • Designer: Brock Willis
  • Managing Director: Sarah Bailey
  • Group Business Director: Rhys Thomas
  • Account Executive: Russell Philip
  • Marketing & Business Development Director: Charmaine Griffith
  • Creative: Loki Choi
  • Creative: Lauren Regolini


  • Creative Technologist: Steven Nicholson
  • Daniel MacNish: Technologist
  • Producer: Nick Venn
  • Managing Partner: Adrian Bosich
  • Head of Production: Martin Box
  • 3D Modelling: Henry Bullen
  • 3D Printing & Production: Nick Pledge
  • Concept Artist: Xavier Irvine


  • Consumer Practise Director: Jessie Gogan
  • Account Director: Georgina Dawson


  • Head – Digital Investment: Deepak Tahiliani
  • National Head of Investment: Claire Butterworth

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