Fitness Checker For Chickens Clucks In Number Of Steps Taken By Free-Range Hens
Free-range eggs may be found aplenty in your local supermarket. But with so many claiming the same thing, does the sentiment ring true anymore? Honest Eggs and global brand and customer experience agency VMLY&R believe the proof is in the pudding… or the eggs, in this case.
The endeavor has birthed (nay, laid) a new type of fitness tracker that can be attached to the backs of the birds without getting in their way. The ‘FitChix’ works like a pedometer and calculates the number of steps the chicken takes, which is then printed out onto the eggs for customers to see.
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According to B&T, VMLY&R states that more and more shoppers are becoming conscious about how their buying habits affect the environment. And with a lot of hearsay in the category, both parties are trying to bring tangible evidence to the consumers.
Proof of the chickens’ activity also indicates a healthier farming system and even tastier eggs. Honest Eggs claims that it practices regenerative farming, where the droppings of hens and roosters are used as a natural fertilizer. The birds are also moved every few days to different pastures to prevent ammonia in excrement from permeating the eggs.
Most importantly, less than 30 hens live on each hectare of land, giving them ample room to run around and rack their numbers up.
The initiative will be promoted throughout Australia as an out-of-home campaign in supermarkets and on billboards.
[via B&T and Campaign Brief, cover image via VMLY&R]
