Campaign from Preacher reinforces Vital Farms’ purpose to improve the lives of people, animals, and the planet through food (without the bullsh*t)
Vital Farms (Nasdaq: VITL), a Certified B Corporation that offers a range of ethically produced foods nationwide, announced its new brand campaign titled: ‘Keeping it Bullsh*t-Free.’ This latest campaign challenges viewers to rethink widespread practices including misleading labels like cage-free, hollow corporate initiatives, and poor worker conditions, all with the tone and tenor expected from Vital Farms. It is the latest in a long-running effort to support Vital Farms’ full stakeholder community, including its crew members, customers, suppliers and farmers, stockholders and the environment.
“Keeping it Bullsh*t-Free reflects the disruptive spirit Vital Farms was founded on,” Kathryn McKeon, chief marketing officer, Vital Farms. “This campaign continues to tell the story of the role we play in breaking and resetting industry standards, challenging norms, and raising the bar of the entire industry.”
“Storytelling with our incredible farmers, crew members, and hens clucking outside in fresh air and sunshine is what makes this campaign bold. The four videos are an honest portrayal of how Vital Farms operates its stakeholder model,” said Kevin Panitch, brand manager, Vital Farms.
Made in collaboration with its agency of record, Preacher, the four campaign spots present compelling visuals and commentary that build on a storyline that kicked off in Vital Farms’ 2017 award-winning ‘Bullsh*t-Free’ campaign, which called bullsh*t on practices that mislead consumers, and comes on the heels of the 2021 Cannes Lion-winning “Hens Behind the Lens” campaign which featured black and white photographs of Vital Farms pastures taken by the hens who call them home.
‘Keeping it Bullsh*t-Free’ is rolling out across streaming television, online, and social platforms including Hulu, YouTube, TikTok, and Insider’s ‘Better Capitalism’ vertical. All four new spots can be viewed on Vital Farms’ website.
CLIENT
CLIENT: Vital Farms
CHIEF MARKETING OFFICER: Kathryn McKeon
DIRECTOR OF BRAND MARKETING: Heather Mace
SENIOR ASSOCIATE BRAND MANAGER: Jessie Vogel
BRAND MANAGER: Kevin Panitch
AGENCY
AGENCY: Preacher
CHIEF CREATIVE OFFICER: Rob Baird
CHIEF EXECUTIVE OFFICER: Krystle Loyland
CHIEF STRATEGY OFFICER: Seth Gaffney
CREATIVE DIRECTOR: Jimmie Blount
CREATIVE DIRECTOR: Justin Ralph
ART DIRECTOR: Kymberli Fraser
SENIOR COPYWRITER: Andrew Singleton
DESIGNER: Marissa Servantez
JUNIOR DESIGNER: Wendy Ampuero
JUNIOR STRATEGIST: Tashanee Williams
BRAND DIRECTOR: Kristen Meade
SENIOR BRAND MANAGER: Taylor Jansen
HEAD OF PRODUCTION: Stacey Higgins
EXECUTIVE PRODUCER: Katie Harris
BUSINESS AFFAIRS: Miiko Martin and Carianne Humpal
PRODUCTION
PRODUCTION COMPANY: Hornet
DIRECTOR: Sander Plug
MANAGING DIRECTOR: Hana Shimizu
HEAD OF PRODUCTION: Karen Lawler
HEAD OF CREATIVE DEVELOPMENT: Kristin Labriola
EXECUTIVE PRODUCER: Ashley Monaghan
LINE PRODUCER: Nik Sipolins
PRODUCTION SUPERVISOR: Dez Stavracos
PRODUCER: Hanna Smith-Ide
PRODUCTION MANAGER: Nikki Horowitz
PRODUCTION COORDINATOR: Brandon Buikema
DIRECTOR OF PHOTOGRAPHY: Zak Mulligan
1ST ASSISTANT DIRECTOR: Corie Purdey
PRODUCTION DESIGNER: Olga Miasnikova
EDITOR: Anita Chao
VFX
VFX: Hornet
VFX SUPERVISOR: Evan Schoonmaker
CG SUPERVISOR: John Kalaigian
COMPOSITING: Kevin Matuszewski, Sang Lee, Matthew Defranco
PREVIZ: Meg Oswalt
COLORIST: Kook Colour
AUDIO
AUDIO RECORD & MIX: TBD Post
SENIOR SOUND MIXER: Dusty Albertz
POST PRODUCER: Rachel Kichler
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