Pete & Gerry’s comic campaign says its eggs are wild, but not frighteningly so

Do you remember the last time you were in the egg aisle and asked yourself, what eggs are the freshest to buy. Or where do these eggs come from?

Pete & Gerry’s, the egg brand that partners with more than 180 small family farms in 15 states, shows that consumers don’t need to go to great lengths to get fresh eggs in a new campaign themed “(Almost) The Wildest Eggs You Can Get.”

Created by Humanaut, the hero spot above opens with Pete & Gerry’s chickens living their best life, roaming freely on farmland. The ad quickly turns hysterical when the brand claims its eggs are almost as wild as possible. We then see consumers being chased down by an ostrich and swimming in alligator-filled waters, trying to get wild, fresh eggs.

There are also 15- and 6-second cuts of the spots.

“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,” said Bethany Maxfield, Humanaut creative director. 

Dan Jacobs directed the work. It will run until the end of the year, streaming on TV, YouTube, social media and digital out of home.

The campaign arrives as the brand just secured national distribution for its Certified Humane® Pasture-Raised Eggs, introduced earlier this year.

“We feel the time is right to launch this campaign to build on our success so far this year,” said Phyllis Rothschild, chief marketing officer at Pete & Gerry’s. “The story we’re telling is fun and memorable but also resonates with consumers who care about animal welfare and high-quality foods.”