With Twitter’s rebranding to X and away from the iconic blue bird branding of the past,  Vital Farms, Dentsu X and creative independent agency Gut Miami are responding with a campaign designed to highlight rising standards of farm animal care, and to ultimately show how “Vital Farms’ hens have access to roam outside.”  

Vital Farms is “taking over” San Francisco with a series of OOH ads with the message: “Roam Free, Little Bird. Live The Way Our Hens Do.”   

The placements include a truck with a digital display that will drive around the city, along with projections, urban bus shelters and EV charging stations.  

Vital Farms is known for its claims of “pasture-raised eggs,” and hens with access to “open pastures to roam.  “Roam Free, Little Bird” further reinforces the pasture-raised lifestyle,” according to the firm.  

That said, the firm’s marketing claims are currently being challenged in lawsuits including a class action suit orchestrated by People For The Ethical Treatment of Animals that was filed in the company’s home state of Texas and charges Vital Farms with “Humane-washing.”  

The company’s motion to dismiss the case was denied and the case is now in the discovery phase.  

Gut won AOR duties for Vital Farms earlier this year. The brand had 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.