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Vital Farms Begins ‘Keeping It BS-Free’ Brand Campaign

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Austin, Texas-based Vital Farms has announced its new brand campaign titled “Keeping it BS-Free.” This campaign challenges viewers to rethink widespread practices including misleading labels like cage-free, hollow corporate initiatives and poor worker conditions.

This is the latest effort to support Vital Farms’ stakeholder community, including its crew members, customers and consumers, suppliers and farmers, stockholders and the environment.

“Keeping it BS-Free reflects the disruptive spirit Vital Farms was founded on,” said Kathryn McKeon, CMO. “This campaign continues to tell the story of the role we play in challenging norms and raising the bar of the entire industry.”

Kevin Panitch, brand manager, said, “Storytelling with our incredible farmers, crew members and hens clucking outside in fresh air and sunshine is what makes this campaign bold. The four videos are an honest portrayal of how Vital Farms operates its stakeholder model.”

Made in collaboration with its agency of record, Preacher, the four campaign spots present visuals and commentary that build on a storyline that began from Vital Farms’ 2017 award-winning “BS-Free” campaign, which called upon practices that mislead consumers.

“Keeping it BS-Free” is rolling out across streaming television, online and social platforms including Hulu, YouTube, TikTok and Insider’s “Better Capitalism” vertical. All four new spots can be viewed on Vital Farms’ website.

Vital Farms is a U.S. brand of pasture-raised eggs. Its products, including shell eggs, butter, hard-boiled eggs, ghee and liquid whole eggs, are sold in more than 21,500 stores nationwide. Vital Farms pasture-raised eggs can also be found on menus at hundreds of foodservice operators across the country.

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