- Vital Farms, the pasture-raised egg brand, announced a sponsorship and custom ad spot in partnership with Disney and FX series “The Bear,” in accordance with a press release.
- The 30-second custom spot stars actress Liza Colón-Zayas, who plays Tina Marrero on the show, and nods to the viral omelet dish featured in season two. The creative will appear ahead of every recent episode of the fourth season, which released June 25.
- The egg brand’s “Good Eggs. No Shortcuts.” campaign, which launched earlier this 12 months, will run throughout the season. The effort comes as “The Bear” continues to tug a big audience and reflects how brands proceed to hunt ways to tap into popular culture.
Vital Farms is asserting itself as a culinary staple for its partnership with Disney around season 4 of “The Bear,” which debuted on Hulu June 25. The series has seen consistent growth, making it a precious way for marketers to tap into culture. The season three premiere of “The Bear” reached 5.4 million views in its first 4 days of streaming, making it the most-watched season premiere for any scripted series on the streaming platform.
Central to Vital Farms’ sponsorship is a 30-second ad with actress Colón-Zayas, who plays Tina Marrero, a hardheaded chef on the series’ fictitious namesake restaurant. In the spot, Colón-Zayas is a restaurant patron who places an order for the omelet, a callback to a dish showcased in season two. The chef making the omelet asks for “the nice eggs” — from Vital Farms — and completes the dish using the brand’s butter. As the omelet reaches her table, Colón-Zayas says, “That’s what I’m talking about.”
“When the possibility got here to advertise through the upcoming season, we knew we desired to do greater than just show up — we desired to honor the spirit of the show,” said Kathryn McKeon, Vital Farms CMO and general manager, butter, in an announcement.
A spot personalized for the series could help attract and maintain viewer attention, along with striking a chord with fans. “The Bear,” created by Christopher Storer, follows Carmy (Jeremy Allen White) as he attempts to rebuild a family restaurant. Along with Vital Farms’ custom ad, the brand will showcase its “Good Eggs. No Shortcuts.” campaign launched in February. The effort, developed with Gut Miami, includes documentary-style interviews with Vital Farms farmers meant to capture their dedication to animal welfare.
Vital Farms’ sponsorship comes because the market for eggs shows signs of recovery after record-high prices sent consumers right into a scramble. The retail price of eggs increased by nearly 6% to $6.23 a dozen in March, per the Bureau of Labor Statistics, a climb due largely to bird flu outbreaks that contributed to a national shortage. Egg prices have been declining over the past three months, with the associated fee of a dozen Grade A eggs this month ringing in at $2.52 on average nationally, about 20 cents lower than their price versus the year-ago period.
Despite the turbulence, Vital Farms has maintained a growth streak. The company reported a net revenue increase of 9.6% 12 months over 12 months to $162.2 million in Q1, gains attributed partly to volume-related revenue growth of $1.9 million. The quarter marked the twentieth consecutive quarter since Vital Farms’ 2020 initial public offering of YoY volume and net revenue growth. The company appointed its first chief supply chain officer in September.
“The Bear” has attracted other marketers, including Coca-Cola, which launched a campaign last 12 months inclusive of a spot directed by showrunner Storer. The business, “New Guy,” brings together Coca-Cola’s portfolio of brands inside a single spot for the primary time and recalls “Fishes,” a second-season episode of the show focused on an intense Christmas dinner.
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