Chickens Were The Ones Behind The Lens In This Endearing Egg Campaign

By Mikelle Leow, 04 Nov 2021

Video screenshots via Vital Farms

This photoshoot was brought to you by chickens. That’s right; they might not have opposable thumbs or the creative thinking process of humans, but they sure can snap a pretty picture.

Vital Farms, a company known for raising eggs the humane way, wanted to launch a campaign reflecting the honest and transparent work it’s doing. As such, it went straight to the source and got its free-roaming hens to tell that story.

How so? Well, the girls handled the photography themselves in the wide, wide pasture they live in. For the amusing Hens Behind The Lens campaign, produced by advertising agency Preacher, a special camera was designed to make it easy for the chooks to take photos.

The camera was hooked to a ping-pong paddle-like attachment with a pressure sensor. With chicken feed on the platform, the hens pecked away, triggering the shutter.

Video screenshot via Vital Farms

Justin Ralph, Preacher’s creative director, shared with Fast Company that for an honest-to-goodness approach, the crew decided to remove people from the equation and “[let] the hens photograph their own campaign.”

“After all, who better to give you an honest lay of the land than the hens who call it home?”

The result is a series of striking black-and-white photos of the other hens, the farmers, and their expansive surroundings. And they’re so good, Vital Farms is printing them into a coffee-table book. See the shots for yourself below.