• by Fern Siegel , 4 hours ago

The question is: Which came first, the chicken or the egg?

Vital Farms answers it in a more meta way. Before either, came the essentials. 

That's the premise behind GUT Miami's 60-second spot, which runs the day of the Super Bowl. It is a local buy, running across 49 markets at the station level between 5-7 a.m. The time mirrors Vital Farms' network of nearly 600 farmers, who get up at 5 a.m.  daily and highlights the hens that power VF's mission.

“There’s a lot of noise right now about what food brands say versus what they actually do,” said Ricardo Casal, Chief Creative Officer at GUT Miami. “Vital Farms knows that between the chicken and the egg, the egg is never the beginning. It is the proof of thousands of patient, deliberate decisions. We decided to put the spotlight where it belongs.”

The ad will also run alongside Vital Farms’ “Good Eggs. No Shortcuts” brand campaign across connected TV, YouTube and social platforms.

“We know 5 a.m. isn’t the obvious choice to launch a campaign during one of the noisiest weekends of the year, but we’ve never been afraid to buck tradition,” said Kathryn McKeon, Vital Farms CMO. “While most brands are targeting prime time this weekend, we’re setting our alarms early and waking up when our farmers do to focus the attention on the hard work that goes into producing our eggs.”

Matt O’Hayer and Catherine Stewart founded Vital Farms in 2007 on the premise that eggs could be sustainably produced at a commercial scale using humanely treated animals.

Food Dive reported last VF's November sales soared to $606 million in 2024 from $140.7 million five years earlier. The brand is on track to top $1 billion in sales by 2027.