Vital Farms

VITAL FARMS HEADER
Case Study

Bullsh*t-Free Eggs

Case Study
  • Seek
    How do we grow a customer base without alienating its current hardcore fans?
  • Reveal
    Well-meaning egg-lovers had been duped by an empty phrase: “cage-free.”
  • Believe
    Bullsh*t-Free Eggs, a campaign built to entertain and educate – calling out misleading claims and showing the pasture-raised difference.
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Ruffled Feathers

Bullsh*t-Free Eggs, a campaign built to entertain and educate – calling out misleading claims and showing the pasture-raised difference.
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Introducing Traceability

We launched the latest and greatest proof of Bullsh*t-Free transparency – a new product feature that lets you track your eggs back to the farms they came from.
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Going Beyond Eggs

We doubled down on the brand’s ethical approach to eggs while introducing people to butter, ghee, and egg bites with honesty and personality.
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HENS BEHIND THE LENS

We built the first ever hen-operated camera so the hens of Vital Farms could show you a Bullsh*t-Free birds-eye-view of life on the pasture.
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05

KEEPING IT BULLSH*T FREE

Five years after introducing the world to “Bullsh*t-Free - Pasture-Raised” eggs, other food companies were continuing their unethical practices. Vital Farms had no choice but to call bullsh*t on the mistreatment and misleading tactics, while showing people to brighter pastures.
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