At Ready State, we like to share creative work we find timely with each other. Our art director, David Wong, pointed us to work from Vital Farms, a pasture-raised egg brand, that responded in a very timely manner to a major cultural milestone—the death of Twitter.
Here are some key takeaways that we liked:
Campaign name: “Roam Free, Little Bird.”
Why it matters: The impeccable timing of this media placement in the market in response to the news headline that Twitter has now become X is an impressive feat to consider given all the various things that need to neatly fall into place to have these ads approved and installed out in the field at the right moment. According to the brand's post on Instagram, embedded below, they were able to get this creative posted on building-side projections, EV charging stations, and a truck with a digital display driving around town.
The creatives that were able to respond quickly to this news with a clever campaign that relates back to a hot news headline of the moment should be given kudos for their ability to move fast, be decisive, and know when they’ve got a good thing to follow through on.
What’s good: Vital Farms was able to take advantage of Twitter’s demise with a positive spin on it all. Twitter’s bird logo was now free to roam, just like their chickens do.
The result is a fun and clever way to tie a news cycle to your brand’s unique offering. In this case, Vital Farms’ unique offering is that its chickens are all pasture-raised.
David says: "As abrupt as the logo and name change was, Vital Farms' decision to run a targeted campaign in Twitter’s backyard, tie in their ethical practices, and provide an alternate ending to the blue bird’s story was just as unexpected. I’m looking forward to seeing more timely advertising campaigns from their team, but not sure if they can top this one."
Funnel focus: Awareness, culture and conversation