The Business Problem
Vital Farms, curious how out-of-home would perform as a new channel strategy for the brand, came to Preacher to develop creative for a multi-market media test. With only a five-figure production budget we were tasked to develop an entirely new OOH approach that could extend to social media.
The Creative Solution
To share Vital Farm’s animal welfare message, and to save some production dollars, we handed the camera over to the hens, building them their very own camera. This approach generated the original photography needed for the out-of-home test, a behind-the-scenes social approach built to earn media, and even a coffee table book.
The Results
The out-of-home test proved a success with a 62% lift in awareness, 43% lift in consideration, and 32% lift in purchase intent. Creatively, the campaign won both Vital Farms and Preacher their first Cannes Lion with a Silver in Photography Craft. Hens Behind The Lens was also recognized by several other award shows and featured in publications within and beyond advertising.
