Chickens get a bad rap as cowardly, fowl-tempered, bird brains. But new spots for pasture-raised egg producer Vital Farms gives hens the agency—and revenge—they deserve.
It’s fitting, because Vital Farms distinguishes itself from free-range competitors by the way its farmers treat the chickens they raise. To be legally considered “free range,” eggs need only come from chickens that aren’t kept full-time in cramped cages, but that may only mean an hour or so a day in a dirt pen.
It’s enough to make any hen angry, and chickens with names like Alice and Claudia take out their frustrations with a voodoo doll of an egg company exec and a big red button that may or may not blow up a rival factory.
Each spot from Preacher, directed by Jun Diaz via O Positive, is narrated by one of the actual farmers who works for Vital Farms, who introduce over-the-top pranks with deadpan delivery. To get the word out, one disgruntled hen send singing telegram to educate an office worker on her lunch break.
The spots are running on paid social channels and hit TV, radio and out-of-home placements in August. Wildlife photographer Randal Ford also took still shots of hens for the campaign. It’s a continuation of the messaging rolled out last year in the company’s "Bullsh*t Free" campaign, also from Preacher.