And Then Came The Egg

For Vital Farms farmers, every day is their Big Game. While most Americans will still be snoozing in the early morning hours this Sunday, Vital Farms will launch its first-ever Big Game ad at 5 a.m. – just as its network of more than 575 farmers begins their day – like they do every morning, 365 days a year.
Developed in partnership with GUT Miami, the 60-second spot finally answers the age-old question: Which came first, the chicken or the egg? According to Vital Farms, everything else must come first: the land and farmers who care about raising the standards of the food industry. They show up day in and day out, in heat and cold, even when no one is watching, because they believe that a hen allowed to express her natural behaviors produces a better egg.
“We know 5 a.m. isn’t the obvious choice to launch a campaign during one of the noisiest weekends of the year, but we’ve never been afraid to buck tradition,” said Kathryn McKeon, Vital Farms Chief Marketing Officer. “While most brands are targeting prime time this weekend, we’re setting our alarms early and waking up when our farmers do to focus the attention on the hard work that goes into producing our eggs: the early mornings, the patience, no spotlights and no shortcuts... the egg is the result.”
“There’s a lot of noise right now about what food brands say versus what they actually do,” said Ricardo Casal, Chief Creative Officer at GUT Miami. “Vital Farms knows that between the chicken and the egg, the egg is never the beginning. It is the proof of thousands of patient, deliberate decisions. We decided to put the spotlight where it belongs: On the land, the farmers, and the hens that power Vital Farms’ mission in the first place.”
‘And Then Came The Egg’ will launch on Sunday, February 8, 2026, airing on linear TV in key markets across the country. The spot will also run alongside Vital Farms’ ‘Good Eggs. No Shortcuts’ brand campaign across connected TV, YouTube and social platforms.