Vital Farms Taps GUT Miami as Agency of Record

Vital Farms has selected GUT Miami – a creative independent ad agency – as agency of record to help drive the next chapter of disruptive brand growth. GUT specialises in bold and long-term brand building work for brave clients and brands who want to embrace a bravery journey, helping them shape cultural conversations with a 'no gut, no glory' mentality. 

“We are thrilled to collaborate with GUT’s wildly talented crew to continue building the Vital Farms brand,” said Kathryn McKeon, chief marketing officer, Vital Farms. “We look for thought partners who share our values and have a track record of fantastic work that’s culturally relevant. GUT approaches creative with courage, transparency, and intuition and they think holistically about our business and how to meet our consumers where they are.”

“Vital Farms is an incredible brand, and we're excited to work with a client who truly cares about bringing creative ideas to life that are bold and culturally-relevant, with our shared goals ultimately being to continue building brand awareness and brand love for them in the long-term,” said Andrea Diquez, global CEO, GUT. “We are up to the challenge and excited to team up to make those dreams a reality.” 

"Vital Farms is a brave creative client eager to play in culture, while also building more brand love, awareness and trust among consumers nationwide," said Ricardo Casal, NA CCO and partner, GUT. "They’re also the definition of what it means to be a gutsy client, having already worked with us on a fun, culturally relevant Valentine's Day campaign, which was developed in less than a week from conception to execution."

While the official relationship just kicked off, Vital Farms and GUT hatched their first campaign together with 'Put an Egg On It' on Valentine’s Day to drive brand awareness when the whole world was talking about eggs, but few were talking about egg brands. A trifecta of content - an ad with couples 'popping the question' with an egg, a contest to win a lifetime supply of eggs, and an open letter from Vital Farms’ CEO on the state of the industry - laid the brand at the centre of the egg-flation conversation. The brand-right balance of playful, witty creative and mindful commentary on egg pricing and supply brought both levity and transparency to the timely topic. 

The campaign hero film ran on Hulu, YouTube, TikTok, and digital billboards the week of Valentine’s Day, generating millions of impressions and positive engagement. One TikToker commented, “this is better than any Super Bowl ad.”