A new campaign from Vital Farms, the egg and butter brand, highlights its approach to animal welfare by comparing the conditions its animals are reared in to that of office workers.

The new work by Preacher, which also calls out "bullsh*t" food industry practices, includes a spot that shows three workers cramped into a tiny cage with "one square foot of space to work with," going on to explain that "that's life for a cage free hen."

Another spot points out that "some companies make their employees work in dark, cramped conditions." There's also a spot about "bullsh*t corporate events" --something Vital Farms' chickens don't have to put up with. And another spot calls out "calling your egg company over meadows or valleys.:

The four spots, which were directed by Hornet's Sander Plug, are rolling out across streaming television, online, and social platforms including Hulu, YouTube, TikTok and more.

The tagline of the campaign, "Keeping it Bullsh*t Free," aims to challenge viewers to rethink widespread industry practices, including misleading labels like cage-free, hollow corporate initiatives and poor worker conditions. It's a continuation of Vital Farms' previous campaigns around industry transparency,  including its Hens Behind the Lens campaign which involved a chicken operated camera,
According to Kathryn McKeon, Chief Marketing Officer, Vital Farms, it reflects the disruptive spirit Vital Farms was founded on. "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,” said McKeon in a statement.

“Vital Farms is clear on what they stand for, so having a stark contrast between the two worlds was something that we really strived for," added Kymberli Fraser, art director at Preacher. "We wanted to start in a dark and stark place that let you really unpack these industry practices and see just how strange they were before letting viewers escape to Vital Farms, where things are done the right way and follow basic common sense."