This Egg Company's New Ad Campaign Photos Were Taken By Hens

What's one way to ensure that you're reaching out to your customers and sending a powerful message at the same time? Coming up with an innovative ad campaign, of course. An egg company called Vital Farms has just worked on a new marketing promotion called "Hens Behind The Lens" that gives consumers a chance to take a closer look at what life is really like for hens (via Fast Company).

"We wanted to create a new campaign that reinforces the honesty and transparency we live by as a brand in a way we haven't done before," explained Heather Mace, Vital Farms senior brand manager. "'Hens Behind the Lens' is our first out-of-home campaign and a true one-of-a-kind storytelling experience told by the girls themselves." So, how did their team go about achieving this? Well, they turned to custom-built hen cameras to get the job done. The results are impressive and fascinating, to say the least.

According to Fast Company, "Hens Behind The Lens" was made with the help of an advertising company called Preacher. They installed a "custom-built, hen-friendly" camera right into a pasture where hens would go about their routines and lay eggs. Here's where things get really interesting — the hens could either step on or peck the camera's pressure-sensor platform, which would lead to the shutter going off and create black-and-white photos that were full of variety and included scenes from the pasture.

Vital Farms intends to use these images for a national advertising campaign that will be rolled out online, as well as offline. What's more, there will also be a coffee-table book available with the pictures. As per Heather Mace from Vital Farms, this is a great way to bond with their customers and give them a glimpse into the brand's goals. "We wanted to show a day in the life of our girls on grass from their firsthand point of view," she explained. Well, it certainly appears that they've done just that.