Vital Farms wanted to amplify awareness of their premium egg products through high audience reach. This included increasing brand engagement to drive positive brand sentiment earned media by inserting Vital Farms into the culturally relevant conversations happening about the egg industry during February 2023.
Eggs are rarely a hot topic of conversation, so Vital Farms saw the opportunity to insert themselves into the culturally relevant moment of “egg-flation.”
As a brand hyper-focused on their purpose to improve the lives of people, animals and the planet through food, Valentine’s Day was the perfect occasion to show the world that love is in the grocery store, comparing the quality and value of their eggs to diamond rings and urging consumers to ‘put an egg on it.’
At 5pm on February 8th, Vital Farms briefed their teams on the general idea with no produced assets and a TBD budget. 24 Hours later the team pulled together a surround sound plan aimed at remaining highly relevant and injected into the Valentine’s moment. That included a streaming and online video plan, TikTok support, and DOOH executions in top markets.
Within current live media and a flex fund set aside for quick pivot culturally relevant opportunities, the team brought this campaign to life in just 5 days, wrapping the final creative assets by 8pm on Monday, February 13th. Talk about staying relevant and timely.
Keeping in mind the short campaign flight, media tactics were strategically selected to achieve significant unique reach against Vital Farms’ target growth consumer. Vital Farms leaned into premium, high impact media placements to be one of the first ad placements consumers saw on platforms including TikTok, YouTube, and Hulu.
With news headlines and social media memes addressing the high cost of eggs becoming so prevalent, Vital Farms launched a high impact Top Feed TikTok execution to reach social first audiences with attention-grabbing creative showing couples proposing to each other with Vital Farms eggs, celebrating the product as a high-quality gift you would want your loved ones to enjoy.
Across Vital Farms’ top markets, we secured DOOH billboards to bring the creative to couples going out for their evening Valentine’s Day dates, with additional nationwide video support on YouTube and Hulu for the ones who stayed in.
The Put an Egg on It campaign was a huge success, driving nearly 70 million impressions over the 3-day period of the campaign. Most impressions reached unique users, delivering on the brand’s objective to maximize audience reach while revealing a clever, culturally relevant message.
Overall, this campaign set the tone for Vital Farms’ marketing efforts moving forward. Vital Farms is a disruptive brand consistently looking to raise the standards, and the company’s approach to marketing is no different.
This campaign is a great example of Vital Farms and our agency’s like-minded values coming to life. The alignment between Vital Farms and the agency’s core values has paved the way for a series of innovative campaigns through the rest of 2023 that raise the standards of marketing within the food industry. Together, we’re a team of marketers striving to make vital progress everyday – be it on the farm, the ethical product in your fridge, or on your ring finger.
