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Vital Farms Shows You the Farm Your Eggs Are From

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The campaign created by Preacher traces eggs back to the farms they come from with video footage

Vital Farms Shows You the Farm Your Eggs Are From

Vital Farms is launching a groundbreaking food traceability program. Every consumer of Vital Farms eggs can now see the small family farm – with 360° video footage – where their eggs were laid, with the click of a button.

Vital Farms believes that today’s complex industrialised US food system has made it difficult for people to understand and trust where the food on their plates comes from. As a leader in ethically produced food and the largest US brand of pasture-raised eggs by retail dollar sales, Vital Farms believes seeing is better than wondering, so they are making it easy for consumers to see all their partner farms.

To promote the program, they partnered with their agency of record, Preacher, to launch a national campaign, ‘Traceability,’ featuring real Vital Farms farmer, Stuart Dill, as he walks customers through the ease and attributes of the new product feature from the comfort of his own home. 

“At Vital Farms, we are committed to providing food people can trust. Traceability is a natural extension of this commitment. We began pasture-raised egg farming over a decade ago and want to make it possible for consumers to see and appreciate the small family farms that their eggs come from,” said Russell Diez-Canseco, president and CEO of Vital Farms.

The campaign comes to life through in-store ads, a longform film and a series of :30, :15 and :06 spots showcasing Vital Farms’ ongoing commitment to transparency as they continue to set the standard for ethical, pasture-raised eggs.

Vital Farms’ traceability program makes it easy. Simply pick up a carton of Vital Farms eggs, enter the farm name printed on the carton here and enjoy a 360° view of the exact farm your eggs came from.

“We want everyone to enjoy seeing hens doing what they do best – roaming the pasture, foraging for insects, sampling seasonal grasses and maybe relaxing in the shade,” said Becca Simmonds, associate brand manager and traceability project lead for Vital Farms. “Each partner farm is unique, but they all offer abundant outdoor space that meets our leading standards for the hens, all year-round.”

Vital Farms partners with about 200 small family farms that focus on animal welfare, including year-round access to pastures. The 360° pasture videos feature each family farm and the videos will be updated at least twice a year to ensure consumers get an accurate view of the hens’ environment.

The film and spots launch today across digital, social, mobile and connected TV. This follows former successful and humorous work for Vital Farms launched by Preacher over the past two years, including  their 'Bullsh*t Free' and 'Ruffled Feathers' campaigns.

Vital Farms egg cartons featuring farm names can now be found on shelves nationally. To find a store near you, and for more information, please visit here 

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Client: Vital Farms

Chief Marketing and Sales Officer: Scott Marcus

Director of Marketing: Kathryn McKeon

Brand Manager: Heather Fitzpatrick

Associate Brand Manager: Becca Heeke


Agency: Preacher

Chief Creative Officer: Rob Baird

Chief Executive Officer: Krystle Loyland

Chief Strategy Officer: Seth Gaffney

Executive Producer: Stacey Higgins

Senior Broadcast Producer: Jill Silberstein

Brand Director: Kristen Meade

Junior Brand Manager: Lakyn Allen

Senior Strategist: Stephen Morada

Business Affairs: Abbi Press

ACD: Jimmie Blount

CW: Cory McCollum

AD: Riley Shine


Production Company: Chirp Films

Director: Casey Storm

Executive Producer: Breigh Sutherland

Line Producer: Scott Kaplan

DP: Bryan Newman

Production Designer: Ron Hellman


Edit House: Cartel

Executive Producer: Lauren Bleiweiss

Producer: Samantha Axelrod

Editor: Kevin Zimmerman

Assistant Editor: Evan Ostrow

Flame/VFX: Chris Homel


Mix: Lime

Executive Producer: Susie Boyajan

Mixer: Adam Primack


Music: Mirrortone

Composer: Jay Rothman


Colour Facility: Olio

Executive Producer: Natalie Westerfield

Colourist: Marshall Plante


Still Photographer: Cooper Shine

Genres: People, Dialogue

Categories: Food, Dairy

Preacher, Tue, 07 Jan 2020 09:59:11 GMT