Ads of the Day

Vital Farms' Chicken Cam Captures a Bird's-Eye View of Life in the Pasture

The new campaign, 'Hens Behind the Lens,' comes from agency of record Preacher

A chicken next to a camera in a field — Vital Farms and agency Preacher gave a custom-built camera to a flock of hens and let them shoot black-and-white images of daily happenings out in the field.Preacher/ Vital Farms

By T.L. Stanley

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Vital Farms, known for its pasture-raised eggs, has put its chickens at the center of its advertising for years now, introducing them by name and touting an environmentally friendly “bullsh*t free” message.

But in a new campaign, the brand has turned the creative over entirely to its avian workforce, developing what may be the first chicken cam and producing an artsy bird’s-eye view of life on the farm.

“Hens Behind the Lens,” from longtime agency of record Preacher, continues the droll humor that’s been at the heart of the work since 2017.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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