Creativity Awards 2024 Tech Innovation of the Year: Honest Eggs Co.’s ‘FitChix’

Why did the chickens cross the road? To get their steps in, of course. This year’s Creativity Tech Innovation of the Year winner, Honest Eggs Co., was able to calculate exactly how many steps free-range chickens are getting. It was a campaign designed to prove to socially conscious consumers that Honest Eggs’ chickens are as active as advertised. The Australia-based company worked with agency VML to design an Apple-esque step counter for chickens, printing the average number of steps on eggs they produced. The campaign also made consumers aware of the difference between free-range chickens and factory farm-raised fowl. The results were both enlightening and uplifting. See all of Ad Age’s 2024 Creativity Award winners here The Creativity jury noted how the “FitChix” campaign took technology into a playful and humorous direction, and it delivered a message that could make people look at eggs and how chickens are raised in a new light. The campaign highlighted the chickens on sites including Instagram and TikTok, and some chickens even had accounts on Strava, the fitness results-sharing social network. The campaign worked for business results, too, according to Honest Eggs. Orders increased 40% after the campaign launched in March, and sales revenue jumped 22%, according to the Creativity submission. See all of Ad Age’s 2024 Creativity Award winners here

Honest Eggs Co.’s ‘FitChix’ proved free-range chickens get their steps

Featured Stories