Case History Database

Honest Eggs Co. is a speciality player in the Australian egg category with less than 1% market share. It uses regenerative farming methods, rather than intensive egg production. With a price point sits around 50% higher than the big ‘free range’ egg brands. The challenge was to drive growth for Honest Eggs Co on a budget of just $30,000. Necessity is often the mother of invention, without a cluckoad of cash it needed a cluckload of originality, thinking beyond paid media messaging to find a way of not just communicating difference, but capturing people’s imaginations. This case study demonstrates an idea that made the chooks’ freedom tangible. FitChix, became the world's first step counter designed for a chook, leading to global fame, delivering a 33% increase in sales and a 222% increase in stockist inquiries.

Alison Tilling	Author / Chief Strategy Officer	VML Australia
Roger Boyd	Author / Chief Marketing Officer	Honest Eggs Co.
Rhys Thomas	Author / Group Account Director	VML Australia
Usama Rao	Author / Junior Data Strategist	VML Australia
Paul Nagy	Chief Creative Oficcer	VML Australia
Jake Barrow	Executive Creative Director	VML Australia
Sarah Bailey	Managing Director	VML Australia
Rhys Thomas	Group Business Director	VML Australia
Charmaine Griffith	Marketing & Business Development Director	VML Australia
Sarah Bailey	Managing Director	VML Australia
Amanda Chen	Art Director	VML Australia
Isabel Evans	Copywriter	VML Australia
Mel Herbert	Lead Producer	VML Australia
Fiona Norman	Producer	VML Australia
Maddison Fricker	Junior Producer	VML Australia
Alek Janev	Lead Editor	VML Australia
Sara Glaoua	Director & Editor	VML Australia
Lewis Brown	Head of Design	VML Australia
Brock Willis	Designer	VML Australia
Leigh Cooke	Editor	VML Australia
Ramon Watkins	Editor	VML Australia
Lauren Regolini	Creative	VML Australia
Locki Choi	Creative	VML Australia
Steven Nicholson	Creative Technologist	AIRBAG
Daniel MacNish	Technologist	AIRBAG
Nick Venn	Producer	AIRBAG
Adrian Bosich	Managing Partner	AIRBAG
Martin Box	Head of Production	AIRBAG
Henry Bullen	3D Modelling	AIRBAG
Nick Pledge	3D Printing and Production	AIRBAG
Xavier Irvine	Concept Artist	AIRBAG
Ryan Creevey	Photographer	South of Bell
Jessie Gogan	Practice Director	BCW