3 months ago
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
Client: Vital Farms
Chief Marketing and Sales Officer: Scott Marcus
Director of Marketing: Kathryn McKeon
Brand Manager: Heather Fitzpatrick
Associate Brand Manager: Becca Heeke
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
Executive Producer: Susie Boyajan
Mixer: Adam Primack
Composer: Jay Rothman
Colour Facility: Olio
Executive Producer: Natalie Westerfield
Colourist: Marshall Plante
Still Photographer: Cooper Shine
Genres: People, Dialogue
Categories: Dairy, FoodAJM, 3 months ago