Chickens Can Take Selfies Now?

It’s a Sunday morning, and you’ve got the breakfast of champions in front of you (and I’m not talking Wheaties). Buttery pancakes, extra crispy bacon, and the fluffiest eggs you’ve ever seen. Now, do you ever wonder… where did those eggs come from? Did they actually come from a grazing pasture down South as they claim on the “free-range” packaging, or is it all a ruse?

Texas-based egg company Vital Farms takes a “no BS” approach in their new ad campaign from agency Preacher. It’s called “Hens Behind the Lens,” and it features a pressure-sensor camera in their farm’s pasture, which allows the chickens to literally take selfies with every peck on the sensor. The goal was to show consumers Vital Farms’s “honesty and transparency” concerning where their free-range eggs came from by letting the hens do the talking for once. Creative director Justin Ralph asserted, “After all, who better to give you an honest lay of the land than the hens who call it home?” Authentic advertising like this gives us the personal connection we crave to the brands we love most.