Springfield, MO – Two Missouri women are about to step into the national spotlight as part of a country-wide media campaign that celebrates incredible women who are changing the game on every field. Launched by the company behind Springfield's Egg Central Station, Vital Farms, the campaign includes nationally-broadcast sporting event sponsorships, limited-time menu offerings at select restaurant locations, and two ad spots that follows four women – two athletes and two farmers – as they start their day.

The campaign videos, titled “Early Birds”, connects the hard work of farming, done everyday in the fields of over 300 Vital Farms' family farmers, with women who are raising the standards on athletic fields across the country. Directed by award-winning filmmaker Sarah Chatfield, “Early Birds” follows athletes and farmers as they start their day, perfecting their craft, raising standards and choosing progress over easy – all brought to life through a series of match cuts. Featured in the spots are two real-life Vital Farms farmers from Missouri, Katie and Lachelle.

"Vital Farms has always been committed to raising standards, and we recognize the work ethic, discipline and pursuit of progress shared between our farmers and the athletes who are operating at the top of their game,” said Kathryn McKeon, Vital Farms Chief Marketing Officer. “We’re excited to join the growing and overdue conversation around women’s sports, and we tip our cap to the badass women we see every day on the field, on our farms, within our crew, on our board and across our stakeholder community, not to mention our own girls on grass – our hens.”

The new creative by GUT Miami in partnership with Dentsu X will appear across linear TV and streaming ad units during National Women’s Soccer League matches, the Ladies Professional Golf Association Tour and ladies tennis (singles and doubles) through November 2024, in addition to media sponsorships during select NWSL matches and LPGA tournaments. The campaign will also show up through TikTok, Instagram and Snapchat.

To encourage more fans across the country to tune in, Vital Farms is amplifying some of this summer's most exciting match-ups by hosting brunch watch parties at participating Chicken N Pickle and Hopdoddy Burger Bar locations. Fans can enjoy limited-time menu offerings featuring Vital Farms eggs.

Vital Farms’ most recent ad activation, “Farmer Pause” celebrated the hard work of the more than 300 family farmers that produce our eggs with pause ad units across premium streaming services during the holiday season, reminding consumers that farmers don’t get to pause. Even during the holidays.

ABOUT VITAL FARMS Vital Farms (Nasdaq: VITL) is on a mission to bring ethical food to the table, dedicated to improving the lives of people, animals, and the planet through food. Founded on a single farm in Austin, Texas, in 2007, Vital Farms has grown into a national consumer brand that collaborates with over 300 family farms and distributes products in approximately 24,000 stores nationwide. At the heart of its operations is the award-winning egg washing and packing facility, Egg Central Station (ECS) in Springfield, Missouri, which is strategically located less than a day’s drive from more than 300 family farms. For more information, visit https://vitalfarms.com/.

See the campaign spots here and here.