Organic Eggvolution: Championing health and freedom.
THE ASK
BACKGROUND | Vital Farms, the No. 1 US pasture-raised egg brand, seeks an inclusive, creative strategy to enhance brand recognition and promote the benefits of organic, ethically produced eggs among a broader audience.
SITUATION | Consumers want to purchase organic eggs due to health benefits and eco-consciousness, but are driven away by the high prices. Meanwhile, the Avian Flu had a bigger impact on conventional eggs, with crammed chickens allowing viruses to spread, and the prices going up.
66% of Gen Z and 80% of Millennials are sustainably driven. (Statista, 2023)
People have started buying more-expensive egg brands as prices on conventional eggs have gone up. (Business Insider, 2022)
2 out of 10 eggs in the US are cage free, with only 2% being pasture raised. (Statista, 2022)
TARGET AUDIENCE | College-educated individuals aged 25-43, passionate about sustainability and ethical living, seeking organic, locally sourced products from transparent, authentic brands that empower informed, sustainable choices.
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Raised with a love for nature and healthy living in a suburban area, this group now navigates urban lifestyles with a passion for sustainability and ethical living. They are college graduates with or without kids, aiming to lead a sustainable lifestyle that prioritizes health, well-being, and environmental impact. Actively seeking out organic, locally sourced, and ethically produced products, they prefer brands and initiatives that align with their values. They seek inspiration and information from social media, podcasts, videos, influencers, brands, and organizations, valuing transparency, authenticity, and convenience in their shopping experiences. They look for brands and campaigns that educate and empower consumers to make informed choices and support ethical and sustainable practices. However, they experience frustration when faced with unaffordability and limited access to sustainable options, as well as conflicting information in the marketplace. Their journey is driven by their desire to make conscious choices and contribute to a more sustainable future for themselves and the planet.
THE ANSWER
⚠️ ISSUE | Desiring sustainable organic food, but being held back by high costs, leaves Millennials and Gen Z frustrated.
🧐 INSIGHT | Limitations hinder the full experience of life.
🤓 STRATEGY | Champion the right to choose freely.
🤔 REASON TO BELIEVE | Vital Farms is the industry leader of pasture-raised organic eggs, offering the hens the space to live their best life and providing people with the best organic eggs.
THE APPROACH
BIG IDEA
Liberate the Layers: A Revolution for Freedom
TAGLINE | Join the Flock. Break the Chains.
OBJECTIVE | Unleash a bold 2024 campaign spotlighting the standout qualities of Vital Farms Organic Eggs, crafted to captivate and convert a mainstream audience, driving them to experience their first delicious taste.
MANIFESTO | With over 33 billion domestic chickens worldwide, they are the most common—and sadly, the most mistreated—birds. Our mission is to change that. As industry heroes, we aim to be the brand everyone supports, making people feel part of something bigger than just buying eggs. By liberating caged hens, we champion freedom and increase access to organic eggs, leading to greater affordability. Join us in breaking the chains and making sustainable, ethical choices accessible to all.
OVERVIEW | VF launches a revolutionary campaign to liberate caged hens and champion freedom for all. Positioning free-range hens as movement leaders, the campaign invites consumers to join the fight for ethical farming and the liberation of all hens. By connecting hen freedom to organic egg accessibility, we empower consumers to make values-aligned choices. Increased production and affordability will make ethical consumption accessible to a broader audience, driving positive industry change.
EXECUTION
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A captivating video showcasing Vital Farms' organic eggs, incorporating the iconic Queen song "I Want to Break Free" to add emotional resonance and energy. The video will feature Vital Farm’s free-range hens portrayed as superheroes, symbolizing the brand's commitment to ethical farming practices and the freedom of choice. Alongside the heroic imagery, the video will highlight the superior taste, freshness, and nutritional benefits of Vital Farms' organic eggs, inspiring viewers to try them for the first time.
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Dynamic OOH displays featuring images of Vital Farms' organic eggs alongside bold messaging that emphasizes their superior taste, freshness, and ethical production methods. The displays will incorporate imagery of free-range hens portrayed as superheroes, capturing attention and sparking curiosity among passersby. To optimize their impact, the messaging will highlight the key benefits of the product and include QR codes or NFC tags linking to additional campaign information or special offers, encouraging immediate engagement and trial among consumers.
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An invigorating Spotify playlist titled "Egg-citing Tastes" featuring songs that complement the campaign's theme of liberation and empowerment, including the iconic "I Want to Break Free" by Queen. Consumers can listen to the playlist while learning about the campaign and discovering the unique qualities of Vital Farms' organic eggs, enhancing their connection to the brand and motivating them to make a purchase. Messaging within the playlist description or accompanying social media posts will highlight the connection to Vital Farms' organic eggs and encourage listeners to explore the brand further.
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Engaging social media content showcasing the adventures of Vital Farms' free-range hens as they lead the charge for freedom and ethical farming practices. Consumers will be invited to join the movement by sharing their own experiences with Vital Farms' organic eggs using the campaign hashtag #BreakFreeWithVital, creating a sense of community and encouraging trial among a broader audience. User-generated content will be leveraged, and collaborations with influencers or micro-influencers will amplify the campaign's message and drive engagement.
Created as part of my work at Miami Ad School.