Pete & Gerry's Pasture-Raised Eggs are now available to consumers across the U.S.
The eggs can be purchased for US$7.49/dozen at retailers including Whole Foods, Kroger, Stop & Shop, Shaws, Hannaford and The Giant Company.
The producer’s distribution expansion comes just months after it launched its new line of pasture-raised eggs in April 2023 that is certified under Humane Farm Animal Care’s (HFAC) Certified Humane pasture raised welfare standards.
The standards require producers to have a management system where adult birds are kept on pasture 12 months of the year in an outside area that is mainly covered with living vegetation.
“Almost wild” eggs
Just after announcing its distribution expansion, Pete & Gerry’s released its latest advertising campaign titled "(Almost) The Wildest Eggs You Can Get".
The new ads illustrate consumers in dangerous scenarios, such as surrounded by alligators or being chased by an ostrich, to obtain wild eggs. However, Pete & Gerry’s ends each ad by saying that its eggs are the wildest that consumers can buy without putting themselves in danger.
“The only thing wilder? Breakfast with a side of fight or flight. Shop Pete & Gerry’s for wildly delicious eggs without the element of danger,” says the new campaign.
The series will be streamed on television, YouTube and social media ad placements through the end of the year.
Phyllis Rothschild, Pete & Gerry's Chief Marketing Officer, said, "As the industry pioneer in better production practices, Pete & Gerry's has the credibility and brand equity to win in Pasture-Raised, and our latest distribution milestone shows that we are well on our way to achieving that goal."
Bethany Maxfield, media company Humanaut Creative Director, said: "The egg category is rife with quaint pastoral imagery and beautifully cracked eggs, regardless of whether or not the eggs came from hens that actually lived such an idyllic life. By creating tension between the kinds of images consumers are used to and the over-the-top wild animals in the campaign, we were able to create an unexpected splash of humor for the brand and show how well Pete & Gerry's Pasture-Raised hens actually live."
