Vital Farms eggs got chickens to shoot its new ad campaign

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Traditionally, the research of animal cognitive intelligence has been centered on mammals and primates. The phrase “advanced intelligence” has hardly ever been mentioned in the identical sentence because the widespread hen. And but, over the previous few years, there was extra revelatory scientific research into chicken cognition and conduct that reveals these animals can be deceptive and cunning, have communication abilities on par with some primates, and when making choices, consider their very own prior expertise and information surrounding the state of affairs.

However can chickens take a good photograph?

A new advertising campaign from egg firm Vital Farms might maintain the reply. “Hens Behind The Lens,” created with ad company Preacher, put a custom-built, hen-friendly digicam right into a pasture the place hens that lay the corporate’s eggs wander, to create a firsthand take a look at their each day life. The digicam incorporates a pressure-sensor platform that, when pecked or stepped on by a hen, units off the shutter, producing black-and-white photos of the hens’ environment, together with huge pastures, their flock, and the household farmers who look after them. The photographs will probably be featured in a nationwide billboard campaign, in addition to on-line and in a limited-edition coffee-table guide.


“We needed to create a new campaign that reinforces the honesty and transparency we dwell by as a model in a method we haven’t performed earlier than,” says Vital Farms senior model supervisor Heather Mace. “We needed to present a day within the lifetime of our women on grass from their firsthand standpoint. ‘Hens Behind the Lens’ is our first out-of-home campaign and a real one-of-a-kind storytelling expertise advised by the ladies themselves.”

Preacher inventive director Justin Ralph says that given Vital Farms’s B Corp standing, and previous campaigns like “Bullsh*t Free Eggs” and 360-degree movies of its companion farms—all aimed toward spotlighting its honesty and transparency as an organization—it could have been straightforward to begin fascinated with this new campaign as one more celebration of that honesty and transparency. As an alternative, they began by attempting to take a look at unproven concepts price speaking about. “[One idea that kept rising to the top was] this concept of largely taking individuals out of the equation and letting the hens {photograph} their very own campaign,” says Ralph. “In spite of everything, who higher to provide you with an trustworthy lay of the land than the hens who name it house?”

Mace sees this as a pure extension of the model’s previous campaigns, and the right method to visually join shoppers to the corporate’s objective whereas illustrating the Vital Farms distinction from a new, playful perspective. “We predict it’s vital to not simply inform this to shoppers however to present them,” says Mace.

Vital Farms, not too long ago named to Quick Firm‘s inaugural Manufacturers That Matter record, works with over 200 small household farms, and its merchandise are bought in additional than 16,000 retail shops throughout the nation. The corporate says client demand for free-range and pasture-raised eggs in main chains like Goal and Walmart was up by 33% final 12 months. The model has spent years utilizing its advertising campaigns to construct consciousness for moral meals manufacturing, why it issues, and the way shoppers can vote with their {dollars} for manufacturers like Vital Farms that select to do the best factor over the simple factor. “Hens Behind the Lens” is the most recent cheeky instance of this.

“We imagine we’ve seen vital development as a result of our stakeholders, together with shoppers, know and belief that Vital Farms is dedicated to a extra moral meals system, which incorporates supporting household farmers, excessive animal welfare requirements, environmental stewardship, and past,” says Mace.