Vital Farms Ruffles Feathers with Some Angry Hens in Pasture-Raised Egg Campaign

As Vital Farms continued its growth as the leader in pasture-raised eggs they still stood in the large shadow of the less humane cage-free and free-range egg companies. The good news was that, when it came to buying eggs, Vital Farms’ target audience actually wanted to make the right choice. The bad news: they were being duped by the other egg companies into thinking they were. That sparked Preacher’s previous, and very successful campaign, "Bullsh*t-Free Eggs," which first ran back in September 2017, and met with much support (and a lot of laughs) from customers, farmers and the media.

Now Vital Farms have unveiled a new campaign, “Ruffled Feathers” that still shines a light on the misleading nature of descriptors like “Cage-Free” and “Free Range,” only this time around real Vital Farms farmers are giving their hens the mouthpiece with which to fight back. 

Through a series of humorous 30-second spots and a photographic campaign shot by world-renowned wildlife photographer, Randal Ford, the Vital Farms hens are awakening audiences to the injustices their cage-free and free-range sisters had been experiencing and are taking a stand for their sisters whose living conditions are less than desirable. 

The spots - entitled Voodoo, Telegram, and Button - are rolling out across paid social and digital, as are the still ads. In August, the campaign extends even further to connected TV, radio, more OOH and search.