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Vital Farms: The Hens Behind The Lens
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When it comes to honest and ethically produced food, Vital Farms has little patience for Bullsh*t. While other food producers talk a big game, Vital Farms believes in being honest and transparent, like taking real steps through its traceability initiative to enable people to see a 360-degree video of the farm and the hens that laid their eggs. In addition, the brand launched campaigns, including "Bullsh*t Free" in 2019 and "Where Honest Food is Raised" in 2021, that unapologetically debunked misleading claims. Now, Vital Farms is evolving its truth-telling, inviting a new perspective, with its first out-of-home campaign titled "Hens Behind the Lens." For this new campaign, Vital Farms and its creative agency of record, Preacher, let the hens takeover, allowing them to use a custom-built, hen-friendly camera to create a firsthand look at their daily life. The camera features a pressure-sensor platform that, when pecked or stepped on by a hen, sets off a shutter, producing black and white images of the hens’ surroundings, including vast pastures, their flock and the family farmers who care for them.
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