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

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Preacher helps shine a light on the misleading nature of “Cage-Free” and “Free Range” descriptors

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.

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Music Company: Marmoset Music

Mix: Josh Wilson, Pony Sound

Post Production / VFX

Producer: Anne Lai

Post Production Company: Union Editorial

Colourist: Marshall Plante, Olio Creative

Editing House: Cosmo Street Editorial

Executive Producer: Maura Woodward

Editor: Aaron Langley

Assistant Editor: Alex Morales

Online: Joanna Hall (Producer), Moody Glasgow (Artist)

Production Company

Production Company: O Positive

Director: Jun Diaz

Executive Producer: Ralph Laucella, Marc Grill

DOP: Richard Henkels

Line Producer: Tom Hipp

Casting: Wright/Laird Casting


Photography: Randal Ford (Represented by Marianne Campbell Associates)


Advertiser: Vital Farms

Director of Marketing: Kathryn McKeon

Brand Communications Director: Dan Brooks

Brand Manager: Terry Farmer

Creative Agency

Creative Agency: Preacher

Chief Creative Officer: Rob Baird

Chief Executive Officer: Krystle Loyland

Chief Strategy Officer: Seth Gaffney

Associate Creative Director: Jimmie Blount

Senior Copywriter: Joe Hartley

Brand Manager: Kristen Meade (Senior)

Strategy Director: Ashley Shaffer

Agency Producers: Stacey Higgins (EP) & Rachel Kichler (Senior Producer)

Business Affairs: Miiko Martin

Genres: Comedy, People

Categories: Food, Meat & Fish

Preacher, Mon, 01 Apr 2019 17:41:18 GMT