Behind Every Carton is A Real Farm You Can See

Vital Farms is turning its iconic black carton into a window to the farm through a new digital, social and out-of-home ad campaign reaching consumers coast-to-coast. 

Developed in partnership with GUT Miami and Dentsu X, the creative features real farm footage and highlights consumers’ ability to see the actual farm where their eggs were laid, and headlines that reinforce the brand’s efforts to bring greater transparency to the food system, including “Nothing to Hide. Just Acres to Show” and “What’s Behind Your Eggs? A Real Farm You Can See.”

Vital Farms launched its See The Farm traceability initiative in 2020, which has been a feature on every Vital Farms egg carton ever since. Today, it features immersive 360-degree videos from nearly all of the more than 600 farms in the Vital Farms network.

“The idea came from the simple truth that there’s a real farm behind every Vital Farms carton,” said Justin Enderstein, Executive Creative Director, GUT Miami. “More than ever, it’s so important to know where your food comes from, so we put the farm behind your food in plain sight. This campaign transports audiences to the farm, where they can sense the fresh air, hear the chickens squawk, and see them roam the open pastures.