Pasture-raised egg brand Vital Farms has tapped creative independent ad agency Gut as Agency of Record. The brand has been working with agency Preacher, which created a number of ads for the brand’s “Bullsh*t Free” platform that amplified its cage free positioning.  

While the official relationship just kicked off, Vital Farms and Gut hatched their first campaign together with "Put an Egg On It" on Valentine’s Day when eggs were in the headlines due to shortages and soaring prices.  

The campaign responded with a brand awareness push including an ad with couples “popping the question” with an egg, a contest to win a lifetime supply of eggs, and an open letter from Vital Farms’ CEO on the state of the industry.  

The campaign hero film ran on Hulu, YouTube, TikTok, and digital billboards the week of Valentine’s Day, generating millions of impressions and positive engagement.