THE CHALLENGE

“Pasture-raised” is easy to print on a carton, but hard to make anyone actually feel what it means. A farm-tour explainer would have told how pasture raised means it let's the chickens actually run around outside, but there is a difference between knowing something and understanding something.

THE SOLUTION

We still show Pete and Gerry's chickens run around on an actual farm. Yes, the shot of the chickens running around in the woods is the actual farm that they are raised on.  We then add in the sentiment that there are technically eggs that have more freedom than Pete and Gerry's, but they are a bit harder to obtain since they are from fully wild animals.

And we all know it's not worth simply telling about it, so we show people "shopping" for these wild eggs.

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