Funny spot educates viewers on how misleading the ‘cage-free’ is
Austin-based Vital Farms and creative agency Preacher have launched a new campaign to literally call bullshit on the ‘cage-free’ movement, and in turn, educate people on the benefits of Vital Farms pasture-raised eggs.
Studies show that 92% of American consumers are buying into Cage-Free, thinking that this means happy hens running around in open fields. And to people’s credit, research also shows that consumers’ top motivation when shopping for eggs is animal welfare – so clearly people care – they’re just being misled. The harsh reality is that all Cage-Free means is that hens don’t live in cages. They DO, however, still spend their entire lives packed in warehouse barns, without sunshine or access to the outdoors, and with little more than 1 square foot of space per hen. Seriously, one square foot. Poor hens.
Enter Vital Farms, the leading ‘pasture-raised’ egg brand in the US and standard-bearer for ethical egg production, who is stepping in with a new campaign coined ‘Bullsh*t Free Eggs’ to try and interrupt the false ‘cage-free’ movement that so many consumers (and brands) are putting their money toward. The campaign informs that ‘Pasture-Raised’ is the only truly ethical and humane way to support egg production. In contrast to cage-free, pasture-raised hens enjoy at least 108 Square feet of open space each, and are free to roam and forage outside whenever they please - in natural conditions with fresh grass, sunshine and clean air – the way all Vital Farms hens are raised.
The central focus of the ‘Bullsh*t Free Eggs’ campaign is a humorous two-minute video starring a real Vital Farms farmer, Missouri-based Stuart Dill, and award-winning Chef Bryan Caswell (The Next Iron Chef), alongside a sassy Grandma and grandson, and a table of brunch-goers. It highlights the enormous difference between Vital Farms’ pasture-raised eggs and cage-free eggs.
Preacher’s Chief Strategy Officer, Seth Gaffney, explains: "Just like our eyes were opened when we first met Vital Farms, we've opened people's eyes along the way. We wanted to represent the conscious consumers, those who had these ah-ha moments about the difference between cage-free and Vital Farms pasture-raised - whether it's the grandma or brunching women or our chef."
The full video is running backed by paid media online, and in :15 and :30 cut-down versions. The message will also be pushed across social. In addition, Preacher and Vital Farms created merchandise bearing the bullsh*t free message including T-shirts, mugs, window clings for partnering Vital Farms restaurants, coupons for free Vital Farms eggs, and more.