Pete & Gerry’s Pasture-Raised Eggs, part of the Pete & Gerry’s family of egg brands, including Pete & Gerry’s Organic and Nellie’s Free Range, today announced the launch of their latest campaign, “(Almost) The Wildest Eggs You Can Get.” The announcement comes hot off the heels of securing national distribution for its Certified Humane® Pasture-Raised Eggs—now available from coast to coast at major retailers including Whole Foods, Kroger, Stop & Shop, Shaw’s, Hannaford, and The Giant Company. This significant distribution milestone comes just months after the new item’s introduction.
Pete & Gerry’s Pasture-Raised Eggs hit the market earlier this year, offering high-quality, delicious eggs from hens raised to Certified Humane Pasture-Raised welfare standards, which guarantee that each hen enjoys at least 108 square feet of lush pastures with room to roam, forage, and explore under sunny skies. The result is one of the healthiest, most sustainable sources of protein: eggs with deep golden yolks, a richer, creamier flavor, and strong, sturdy shells. For decades, the Pete & Gerry’s brand had pioneered a model of egg production that’s better for hens, better for farmers, and better for the planet. Continuing in this proud tradition, Pete & Gerry’s Pasture-Raised Eggs is another landmark in the brand’s legacy of leading the industry in better production practices.
In continued momentum, today, Pete & Gerry’s Pasture-Raised Eggs has launched a “wild” new national advertising campaign, in partnership with creative agency Humanaut, featuring streaming TV, YouTube, and social media ad placements as well as digital out of home. The advertising campaign will be in market through the end of the year.
The new ads depict shoppers going to dangerous lengths to source wild eggs from eagle, ostrich, and even alligator nests. But thanks to Pete & Gerry’s Pasture-Raised, consumers don’t have to brave the actual wilderness to get the freshest, highest-quality eggs—they can simply buy them straight from the supermarket shelf, knowing that Pete & Gerry’s Certified Humane® Pasture-Raised hens enjoy at least 108 square feet of lush pastures with room to roam, forage, and explore under sunny skies.
“As the industry pioneer in better production practices, Pete & Gerry’s has the credibility and brand equity to win in pasture-raised, and our latest distribution milestone shows that we are well on our way to achieving that goal,” says Phyllis Rothschild, chief marketing officer at Pete & Gerry’s. “We feel the time is right to launch this campaign to build on our success so far this year. The story we’re telling is fun and memorable but also resonates with consumers who care about animal welfare and high-quality foods.”
“The egg category is rife with quaint pastoral imagery and beautifully cracked eggs, regardless of whether the eggs came from hens that actually lived such an idyllic life. By creating tension between the kinds of images consumers are used to and the over-the-top wild animals in the campaign, we were able to create an unexpected splash of humor for the brand and show how well Pete & Gerry’s Pasture-Raised hens actually live,” continues Bethany Maxfield, Humanaut creative director.
Pete & Gerry’s Pasture-Raised Eggs are now available nationwide for a suggested retail price of $7.49. For more information on Pete & Gerry’s Pasture-Raised, please visit peteandgerrys.com/products/pasture-raised-eggs or the brand’s Instagram or Facebook pages.
Client: Pete & Gerry’s
Chief Creative Director: David Littlejohn
VP Creative: Dan Jacobs
Creative Directors: Bethany Maxfield, Steven Preisman
Strategist: Sydney Tomasello
Copywriter: Emily DeMario
Designers: Travis Hitchcock, Boris Frantz
Senior Brand Producer: Ben Gortmaker
Junior Brand Producer: Brooke Frazzetto
Project Producer: Zach Plating
Agency Producer: Dani Harrison
Creative Coordinator: Tarrisha Hicks
Production Company: Humanaut
Executive Producer: Tommy Wilson
Producer: Rachel Bohanon
Director: Dan Jacobs
Director of Photography: Dillan Forsey
Assistant Director: Samuel Ibach
Associate Producer: Ashley Matthews
Production Coordinator: Carolita Claus
Art Director: Chad Harris
Post Production Supervisor: Kyler Potter
Editor: D’arce Peter
Color: Annie Huntington
Audio Mix: Danny Cooper
Media Agency: SwellShark