Vital Farms Takes “Cage-Free” Out of Its Cage

Advertising that reveals brand truth is advertising that’s worth making, viewing, and sharing.

Vital Farms—the largest supplier of pasture-raised eggs in the country—understands this, and is wisely using their brand truth to establish a competitive advantage. Let’s look at some of the ads the company has made over the past few years.

Austin’s creative powerhouse, Preacher, worked with Vital Farms on this campaign. Preacher also collected its first Effie for this “BullSh*t Free Eggs” campaign.

According to Preacher, “We discovered that the majority of well-meaning egg-lovers were actually being duped by one empty phrase: ‘Cage-Free.’ In order to get people to see our difference, we had to enlighten them to the fact that Cage-Free has been pulling the feathers over their eyes and Vital Farms offers a charming, honest, bullsh*t-free alternative.”

Product Truth Makes Brand Truth Possible

Vital Farms requires its partner farmers to allow at least 108 square feet per hen, giving the girls plenty of room to roam and giving the land time to rejuvenate naturally, without pesticides or herbicides. It seems the need for social distancing is universal, pre- and post-COVID.

Vital Farms also believes foraging is an essential part of their hens’ diets.

Dill, The Savory Spokesman

The affable Stuart Dill is a real farmer and the farms in the commercials are all real Vital Farms’ farms.

Dill’s deadpan delivery and timing are comedic. He’s so natural, it’s unnatural. Trucker’s hats off to Preacher and Dill for making it work.

Given the down-to-earth nature of the brand and the old school farming practices, the ads for this brand can’t be “glossy” and authentic at the same time. Dill makes the brand’s appeal real, and the agency gives him the platform to convey Vital Farms’ values and points of difference.

Once you know that Cage-Free is not the same as Pasture-Raised, your quiche is cooked. Words matter.

I also like these words: “Give a girl some space.” This is a unique call to action for any brand. It also makes so much sense, for Vital Farms and for this tumultuous time.