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.