Chickens might seem fairly docile, but when they have to defend their own, they know how to fight back. In a campaign for Vital Farms, those fighting tactics include angry dialing and voodoo dolls.
The campaign, ‘Ruffled Feathers’ from Preacher for Vital Farms, a pasture-raised egg brand, shows the brand’s hens getting angry that their sisters at other so-called ‘cage-free’ and ‘free range’ egg companies are actually penned in.
As Vital Farms grew, it stood in the large shadow of the less humane cage-free and free-range egg companies, which led to Preacher’s previous, and successful campaign, ‘Bullsh*t-Free Eggs.’ That blunt statement continues in the new set of ads, which also feature farmers Stuart Dill and Shannon Palmer.
The campaign 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.
The series of humorous 30-second spots are introduced by the farmers, who stand in fields as their hens roam and peck freely. They show how the hens are sticking up for their sisters whose living conditions are less than desirable. In one, they peck at a voodoo doll of a ‘cage-free’ egg executive, who buckles as the hens stab away at his cloth likeness. Another finds ‘Alice’ the hen calling bullshit by hiring a singing telegram performers to tell a woman who is about to eat a non-free-range egg what she’s doing. A third finds a hen remotely setting off an alarm in a supposed ‘cage-free’ company boardroom.
A photographic element of the campaign was shot by renowned wildlife photographer Randal Ford.
The spots are rolling out across paid social and digital, as are the still ads. Then in August the campaign extends further to connected TV, radio, more OOH and search.