Cause Opps: Vital Farms launches work from new creative AOR, significantly increases spend (Score 60)

Sales Lead: Vital Farms (VF) recently riffed on Twitter's rebrand to X in a new campaign, "Roam Free."

• Made with dentsu X and VF's new creative AOR, GUT Miami, the campaign shows off VF's high farm animal care standards.
• The effort includes a truck with a digital display that will drive through San Francisco.
  • It also includes other OOH elements in the city; these elements include projections, urban bus stops, and EV charging stations.
• The company will likely:
  • Continue rolling out work from its new agency partner
  • Keep bolstering localized efforts in cities such as San Francisco
  • Continue increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • Cause-oriented Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, VF has spent approximately $1m on digital ads, almost 4x the approximately $252.6k spent by this point in 2022.
  • YTD data: The company has earned ~67.8m digital impressions YTD via YouTube ads.
  • Last year: In 2022, VF spent roughly $1.7m on this channel, down 29% from the roughly $2.2m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads and online video (primarily via Youtube.com) ads.
  • VF sponsors podcasts such as We Can Do Hard Things with Glennon Doyle.

Additional agency insights:

• Opportunity: May 2023
• Current agency roster:
  • dentsu X: Media AOR
  • Gut Miami: Creative AOR (May 2023)

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.