The 9-Second Version.
Honest Eggs Co. put fitness trackers on chickens—turning an invisible promise of animal welfare into a tangible, trust-building proof point. Too often, organizations rely on labels or claims instead of showing clear evidence.
Challenge your team to find bold, creative ways to make your most important promises undeniably visible.
Discover.
Fitchix, Honest Egg Co.’s Unconventional Smash Hit
In a crowded market, how do you make your company’s genuine commitment to quality or ethics truly stand out, especially when competitors use the same buzzwords?
Australia’s Honest Eggs Co. faced this exact challenge. Their regenerative farming and high animal welfare standards (fewer than 30 chickens per hectare) were getting lost in a sea of vague “free-range” labels.
Honest Eggs Co. launched “Fitchix” – custom-designed, ergonomic fitness trackers for chickens.
This initiative involved developing multiple prototypes calibrated to capture chicken activity levels without hindering their behavior. The collected data, specifically the chickens’ daily step counts, were then printed directly onto the eggs sold in supermarkets.
Dumb idea? Too weird? Juice not worth the squeeze? The results say otherwise.
Fitchix transformed the egg itself into a medium for proof of welfare, directly addressing consumer confusion and challenging competitors’ claims. The technology was even made open-source for other ethical farmers.
The campaign garnered over $40 million AUD in earned PR reach.
Purchase orders rose 40% in the first three weeks, completely selling out available inventory.
Within the first two months, online inquiries increased by 493%. In the end, annual revenue soared by over 25%.
Think.
Show. Don't tell.
Honest Eggs Co. didn’t just tell consumers their chickens were active; they showed them in a highly creative and tangible way. This built trust and justified their premium price. Consider your own organization:
- What core value proposition or key differentiator is currently invisible or hard for your customers to verify?
- Are you relying on claims and labels, or are you actively finding ways to demonstrate your promises in a memorable, undeniable way?
- Where could radical transparency, even if it seems a bit “out there” like chicken fitness trackers, cut through the noise and build deeper trust with your market?
Do.
The Proof Point Brainstorm
Identify one key claim or value proposition that is central to your brand but might be difficult for customers to see or fully believe. Then, with your team, conduct a “Proof Point Brainstorm”:
Challenge: “How could we make this invisible promise undeniably visible and tangible to our customers, right at a key moment of decision or experience?”
Inspire with “Fitchix”: Remind them of the chicken fitness tracker idea – aim for that level of creative, direct proof.
Generate Ideas: Brainstorm at least 5 unconventional ways to demonstrate this claim. Think beyond typical marketing – how could the product itself, the service experience, or a surprising piece of data tell the story?
The goal isn’t necessarily to put fitness trackers on your products, but to spark the kind of innovative thinking that leads to irrefutable, engaging proof of your company’s unique value. Reply to this email and share what ideas came out of your team’s brainstorm!
To your creative success…
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About Josh
Josh Linkner is a New York Times bestselling author, serial entrepreneur, venture capital investor, professional jazz guitarist, and a globally recognized innovation expert. To learn more or to explore a collaboration, visit JoshLinkner.com
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