Project Details

Free-range, open range, barn laid, cage-free – the supermarket egg shelf can be confusing. As a consumer, it's hard to know which eggs are the most ethical and sustainable choice.

Working with production company AIRBAG and agency VLMY&R, I helped develop 'FitChix' – the first-ever fitness trackers designed for chickens.

This innovation was accompanied by an integrated campaign designed to show people how free and healthy Honest Eggs Co. chickens really are.

Working with Lead creative technologist Steven Nicholson, together we successfully rapidly developed and tested a proof of concept prototype - including testing out in the paddock. We then took this into a small run of devices that Honest Eggs could fit to their chickens to track their steps.