Business Problem:

The need to create a new campaign for 2024 that highlights the unique qualities of Vital Farms Organic Eggs in a way that encourages first-time trial among a more mainstream audience.

Consumer Problem:

Many people don’t understand the value in free range & organic eggs

Consumer Insight:

People want to feel better about buying expensive groceries.

Consumer Truth:

People prefer cheaper eggs, and don’t put much thought to where they’re coming from.

Strategic Approach:

Good for the chickens, good for you.