CLIENT
Vital Farms
Kathryn McKeon, Chief Marketing Officer
Rob Discher, Vice President of Communications
Heather Mace, Director of Brand Management
Jessie Vogel, Senior Associate Brand Manager
Kevin Panitch, Brand Manager
Jessica Humphrey, Director, Consumer PR
Madi Nguyen, Creative Strategist
AGENCY
Anselmo Ramos, Co-Founder & Creative Chairman
Andrea Diquez, Global CEO
Carmen Rodriguez, Global Chief Growth Officer & Partner
Ricardo Casal, North America CCO & Global Partner
Juan Javier Pena Plaza, North America CCO & Global Partner
Fernando Ribeiro, Global Chief Strategy Officer & Partner
Danny Alvarez, Executive Creative Director
Jose Ramirez, Creative Director
Jeff Schermer, Creative Director
Pablo Rosas, Group Strategy Director
Anastasia Lara, Senior Strategist
Christian Pierre, Chief Data & Intelligence Officer
Joselyn Bickford, Head of Account Management
Renata Neumann, Head of Production
Guido Fusetti, Head of Art
Andy Tamayo, Creative Director
Alexander Allen, Creative Director
Caroline Webster, Copywriter
Junia Parodi, Head of Resourcing
Carolina Perez, Account Supervisor
Kristy Garcia, Senior Content Project Manager
Katheryn Batista, Account Director
Carolyn Martin, Management Supervisor
Rosa Cubas, Content Strategy Director
Isabella Perez, Social Strategist
Gaby Levy, Senior Producer
Amber Peña, Producer
Nicolas Fernandez, Editor/Motion Designer
Alexandra Velasco, Director of Communications
Dentsu X
Anne Ramsell, VP, Planning
Aidan Kusnecov, Senior Manager, Planning
Casey Brown, Associate, Planning
Megan Bah, Group Director, Planning
ABMC
SUMMARY
During an unprecedented time in the category, ‘eggflation,’ eggs were at the center of culture due to product shortages and inflated prices. Conversation across social media had a predominantly negative sentiment. While brands avoided the conversation, Vital Farms was the only brand who addressed the issue in a significant way, contributing to increase of brand awareness and retail volume sales. It took gutsy work, tonal sensitivity, and a brave brand that continues to raise the standards in the food industry for people, animals, and planet - to make it possible.
