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Vital Farms Continues to Raise Standards in 'Keeping it Bullsh*t-free' Campaign

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Campaign from Preacher reinforces Vital Farms’ purpose to improve the lives of people, animals, and the planet through food (without the bullsh*t)

Vital Farms Continues to Raise Standards in 'Keeping it Bullsh*t-free' Campaign

Vital Farms (Nasdaq: VITL), a Certified B Corporation that offers a range of ethically produced foods nationwide, announced its new brand campaign titled: 'Keeping it Bullsh*t-Free.' This latest campaign challenges viewers to rethink widespread practices including misleading labels like cage-free, hollow corporate initiatives, and poor worker conditions, all with the tone and tenor expected from Vital Farms. It is the latest in a long-running effort to support Vital Farms’ full stakeholder community, including its crew members, customers, suppliers and farmers, stockholders and the environment.

“Keeping it Bullsh*t-Free reflects the disruptive spirit Vital Farms was founded on,” Kathryn McKeon, chief marketing officer, Vital Farms. “This campaign continues to tell the story of the role we play in breaking and resetting industry standards, challenging norms, and raising the bar of the entire industry.”

“Storytelling with our incredible farmers, crew members, and hens clucking outside in fresh air and sunshine is what makes this campaign bold. The four videos are an honest portrayal of how Vital Farms operates its stakeholder model,” said Kevin Panitch, brand manager, Vital Farms.

Made in collaboration with its agency of record, Preacher, the four campaign spots present compelling visuals and commentary that build on a storyline that kicked off in Vital Farms’ 2017 award-winning 'Bullsh*t-Free' campaign, which called bullsh*t on practices that mislead consumers, and comes on the heels of the 2021 Cannes Lion-winning “Hens Behind the Lens” campaign which featured black and white photographs of Vital Farms pastures taken by the hens who call them home.

'Keeping it Bullsh*t-Free' is rolling out across streaming television, online, and social platforms including Hulu, YouTube, TikTok, and Insider’s 'Better Capitalism' vertical. All four new spots can be viewed on Vital Farms’ website.

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Client: Vital Farms

Chief Marketing Officer: Kathryn McKeon

Director of Brand Marketing: Heather Mace

Senior Associate Brand Manager: Jessie Vogel

Brand Manager: Kevin Panitch


Agency: Preacher

Chief Creative Officer: Rob Baird

Chief Executive Officer: Krystle Loyland

Chief Strategy Officer: Seth Gaffney

Creative Director: Jimmie Blount

Creative Director: Justin Ralph

Art Director: Kymberli Fraser

Senior Copywriter: Andrew Singleton

Designer: Marissa Servantez

Junior Designer: Wendy Ampuero

Junior Strategist: Tashanee Williams

Brand Director: Kristen Meade

Senior Brand Manager: Taylor Jansen

Head of Production: Stacey Higgins

Executive Producer: Katie Harris

Business Affairs: Miiko Martin and Carianne Humpal


Production Company: Hornet

Director: Sander Plug

Managing Director: Hana Shimizu

Head of Production: Karen Lawler

Head of Creative Development: Kristin Labriola

Executive Producer: Ashley Monaghan

Line Producer: Nik Sipolins

Production Supervisor: Dez Stavracos

Producer: Hanna Smith-Ide

Production Manager: Nikki Horowitz

Production Coordinator: Brandon Buikema

Director of Photography: Zak Mulligan

1st Assistant Director: Corie Purdey

Production Designer: Olga Miasnikova

Editor: Anita Chao


VFX: Hornet

VFX Supervisor: Evan Schoonmaker

CG Supervisor: John Kalaigian

Compositing: Kevin Matuszewski, Sang Lee, Matthew Defranco

Previz: Meg Oswalt

Colorist: Kook Colour


Audio Record & Mix: TBD Post

Senior Sound Mixer: Dusty Albertz

Post Producer: Rachel Kichler

Categories: Food, Dairy

Preacher, Thu, 22 Sep 2022 16:13:52 GMT