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Vital Farms Humorously Calls Out What Defines and Sets Apart Its Product in Major Campaign Push

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Preacher's campaign is the first that promotes a range of the company’s products: eggs, butter and Egg Bites

Vital Farms Humorously Calls Out What Defines and Sets Apart Its Product in Major Campaign Push
Austin, Texas-based Vital Farms has launched a new brand campaign that humorously calls out what defines and sets apart its product: humanely treated hens and cows that freely roam outdoors on pasture year-round. The campaign, 'Where Honest Food is Raised' - also the brand’s new tagline - was developed in partnership with Vital Farms’ agency of record, Preacher.

'Where Honest Food is Raised' is the first major campaign push from Vital Farms since the company launched its egg traceability program in January 2020. It’s also the first campaign from Vital Farms and Preacher that promotes a range of the company’s products: eggs, butter and Egg Bites. Previous work, like the lauded 'Bullsh*t Free' campaign, among others, highlighted just Vital Farms’ pasture-raised eggs.

The spots feature a real Vital Farms employee and continue in the tradition of highlighting ethical food production practices while debunking the misleading animal welfare claims of certain competitors, such as 'cage-free' food production. There are four :30 spots with cut-downs, which are initially launching across paid digital and social channels with distribution on streaming TV set to begin in April.

“Whether we’re enabling consumers to trace their carton of eggs back to the farm on which they were laid or debunking misleading animal welfare claims, Vital Farms is Where Honest Food is Raised," said Kathryn McKeon, senior director of brand at Vital Farms. "Our new campaign brings this message to life, featuring an employee, whom we call crew members, from our Farmer Support team and storytellers such as a local news reporter, auctioneer, and librarian, who shed light on the ethical standards to which we hold ourselves accountable.” 

Jimmie Blount, associate creative director at Preacher, added: “As Vital Farms grew beyond eggs, so did their story. In previous campaigns we showed how Vital Farms Pasture-Raises their eggs. But seeing as they now make butter, egg bites, ghee, hard-boiled eggs, etc. they’re no longer a Bullshit-Free egg company, they’re a Bullshit-Free food company. And with each new product innovation comes a new approach, method, and story to tell. We leaned on a real employee, Shawn Pryor, as our lead and let him invite some 'friends' to help share their message. “

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Client: Vital Farms

CMO: Scott Marcus

Director of Marketing: Kathryn McKeon

Brand Manager: Heather Fitzpatrick and Shep Kowalski


Agency: Preacher

Chief Creative Officer: Rob Baird

Chief Executive Officer: Krystle Loyland

Chief Strategy Officer: Seth Gaffney

Brand Director: Kristen Meade

Associate Creative Director: Jimmie Blount

Art Director: Elliot Eliash

Writer: Chris Vandersall

Senior Designer: Anna McCaleb

Exec Producer: Stacey Higgins

Producer: Shane Smith

Business Affairs: Miiko Martin


Production Company: Hungryman

Director: Amir Farhang

Executive Producer/M Partner: Mino Jarjoura

Executive Producer/Sales: Dan Duffy

Head of Production: Marian Harkness

Shoot Line Producer: Omar Bustos

DP: Isiah Donté Lee


Edit House: Cartel

EP/Managing Director: Lauren Bleiweiss

Head of Production: Meagen Carroll

Editors: Kevin Zimmerman and Matt Berardi

Finishing: Company 3

EP/HOP: Ananda Reavis

Producer/Colour: Kevin Breheny

Producer/Finish: Paula S Jiménez

Colourist: Tim Masick

Flame: Aaron Neitz

Sound and Music

Music: Singing Serpent

Executive Producer: Dennis Culp

Composer: Jake Atherton

Mix: TBD Post, Dusty Albertz

Audio Producer: Francess Thomas-Sahr

Categories: Food, Meat & Fish

Preacher, Thu, 21 Jan 2021 12:28:03 GMT