Hasta La Creative!

In the “Bullsh*t Free” campaign, a farmer, a grandmother, a woman out for brunch and a chef call out the cage-free idea as b.s., with part of the b-word bleeped out. The chef says it in French, “connerie.”

The online campaign, including shorter spots, is from Preacher, the Austin, Texas-based agency Vital Farms recently began working with. Women’s Marketing handles media.

Neither “cage-free” nor “pasture-raised” eggs, explains Modern Farmer, have a legal definition, “and no agency making sure that those using it adhere to any particular standard.” A consumer, it points out, could come away from the campaign thinking “pasture-raised is good, cage-free is bad,” which it says is an oversimplification: “The truth is, ‘cage-free is bad, but pasture-raised plus a little emblem that reads ‘Certified Humane Raised and Handled’ is good.” Vital Farms, it notes, is certified humane.

Continue reading at AdAge.com