Role: Strategist
Miami Ad School
Vital Farms
Defying the perception of brand
The Challenge
Create a new campaign for 2024 that highlights the unique qualities of Vital Farms Organic Eggs in a way that encourages first-time trial among a more mainstream audience.
The Problem
Vital Farms markets to a niche audience and is searching for a way to encourage a broader audience to pay premium prices for their eggs.
People don’t know why they should spend more $$ on organic, pasture raised eggs.
The Story
The organic market is experiencing an evaluation of the value of premium-priced goods by the consumers, where 50% of consumers in the US state that the main factor that prevents them from purchasing organic food or beverages is that the higher price is not worth it.
The Audience
To understand the audience, we went undercover on Reddit and sparked an Egg Debate. On only 3 days we got:
+185K views
134 answers
2 kinds of people
The Organic Enthusiast
those who buy
vs.
The Organic Skeptic
those who don’t buy
The Organic Enthusiast believes in organic; they think it’s worth it, and they will splurge for the taste and the health benefits - they will even do it for the chickens.
On the other hand, The Organic Skeptic doesn’t believe in organic; they think the money isn’t worth it, and conventional is just fine because, in the end, cheap works.
Target Audience: Organic Skeptic
This high-income consumer can purchase premium eggs without breaking the bank. However, they do not believe organic foods are worth it. BUT given the right justification, they would consider making that premium purchase - they just need to know what’s in it for them.
The Insight
Splurges hurt less when they’re justified.
The Strategy
Investing in yourself is priceless.
Creative Solution
Creative Concept: Nature’s Multivitamin.
We know that we can be a hard sell to skeptics who lack education on the benefits of organic foods to truly justify the price. That’s why we want to show them that Vital Eggs can act as the multivitamin missing from their morning routine—and an actually delicious, easy-to-swallow one at that. They’ll see how our pasture-raised process goes above and beyond to lay nutrient-rich eggs that provide real health benefits to our customers, all while showing them that Vital Eggs are worth it because you’re worth it.
