Angry hens get revenge on 'free-range' egg producers

Vital Farms continues the straight talk from its 'No Bullsh*t' campaign

Published On
Apr 01, 2019

Editor's Pick

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.


Apr 01, 2019
Client :
Vital Farms
Agency :
VP Sales + Marketing :
Scott Marcus
Director of Marketing :
Kathryn McKeon
Director of Brand Communications :
Dan Brooks
Brand Manager :
Terry Farmer
Chief Creative Officer :
Rob Baird
Chief Executive Officer :
Krystle Loyland
Chief Strategy Officer :
Seth Gaffney
Associate Creative Director :
Jimmie Blount
Senior Copywriter :
Joe Hartley
Senior Brand Manager :
Kristen Meade
Strategy Director :
Ashley Shaffer
Executive Producer :
Stacey Higgins
Senior Producer :
Rachel Kichler
Business Affairs :
Miiko Martin
Production Company :
O Positive
Director :
Jun Diaz
Executive Producer :
Ralph Laucella
Executive Producer :
Marc Grill
Director of Photography :
Richard Henkels
Line Producer :
Tom Hipp
Casting :
Wright/Laird Casting
Edit House :
Cosmo Street Editorial
Executive Producer :
Maura Woodward
Producer :
Anne Lai
Editor :
Aaron Langley
Assistant :
Alex Morales
Music :
Marmoset Music
Mix :
Josh Wilson
Mix :
Pony Sound
Finish House :
Union Editorial
Online Producer :
Joanna Hall
Online Artist :
Moody Glasgow
Colorist :
Marshall Plante
Colorist :
Olio Creative
Photography :
Randal Ford
Representation :
Marianne Campbell Associates

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