Marketing: Vital Farms Whisks Up Ad Spot for ‘The Bear’; Hellmann’s Enters the Great Mayo Debate

Vital Farms Says, ‘Yes, Chef’ to Disney and FX’s ‘The Bear’

Pasture-raised egg producer Vital Farms has cooked up a new sponsorship and custom ad spot for the fourth season of Disney and FX’s hit series “The Bear.” The partnership emphasizes the power of brand alignment, one of the most effective ways to reach the often ad-averse consumers in today’s streaming era.

The 30-second spot, hatched on June 25, stars actress Liza Colón-Zayas – who has played “Tina Marrero” in the series since its first season – and will appear ahead of each new episode. The ad shows Colón-Zayas ordering an omelette that’s crafted with Vital Farms’ eggs and butter, aiming to highlight the pure joy that “the good eggs” can elicit.

“That’s what I’m talking about,” the actress proclaims when the dish reaches her table.

According to Vital Farms CMO Kathryn McKeon, the ad spot aims to honor the spirit of the show through storytelling and great food.

“We’re big fans of ‘The Bear’ – just like so many of the folks who bring Vital Farms into their kitchens every day. When the chance came to advertise during the upcoming season, we wanted to do more than just show up,” said McKeon in a statement.

“FX’s ‘The Bear’ has solidified its place as a global cultural touchstone, and our work with Vital Farms is a strategic extension of that. The creative aligns with the show’s authentic storytelling and character-driven narrative, creating a brand experience that intentionally connects with the fans,” added John Campbell, SVP, Entertainment and Streaming Solutions, Disney Advertising.

The partnership comes as retail prices for shell eggs start to ease, thanks in part to reduced cases of the avian flu in egg-laying hens. Vital Farms experienced little impact from the outbreak, and revenue climbed nearly 10% to $162.2 million in Q1 2025.

The sponsorship of “The Bear” gives Vital Farms a significant opportunity for building brand awareness and increasing household penetration. The show’s Season Three premiere racked up 5.4 million views within its first four days, per Variety, representing a 24% increase in viewership compared to its Season Two premiere.

In between the action of Season Three was a packed menu of brand deals, with over 25 sponsors, including food and beverage brands like Hellmann’s, Talenti, Stella Artois and Coca-Cola. The partnerships – which wove seamlessly into a show about the restaurant industry – showcased the importance of brand integration.

Hellmann’s Tells Mayo Skeptics, ‘Eat Your Words’

Hellmann’s has partnered with reality TV duo Lindsay Hubbard and West Wilson to take on the great mayo debate, telling mayonnaise skeptics, “Eat Your Words.”

In the campaign, Hubbard – who recently called the condiment “such trash” in a social media post – learns to love mayonnaise with Hellmann’s flavored lineup, which includes Spicy Mayo, Garlic Aioli, Italian Herb and Garlic and Chipotle varieties.

“Mayo shouldn’t be polarizing – it should just be ‘really good.’ Whether you’re a mayo lover, hater or mayo curious, we’re confident that Hellmann’s flavored mayonnaise can be the tie breaker,” said Jessica Grigoriou, SVP of Marketing, Condiments at Unilever North America, in a press release.

King’s Hawaiian Celebrates Anniversary With Rebrand

To celebrate its 75th anniversary, King’s Hawaiian is revamping its look.

The California-based sweet buns and rolls producer unveiled a “softer, warmer” crown logo and introduced a new color palette of red, yellow, gold and cream that will complement its signature orange color. Additionally, a ribbon motif inspired by native Hawaiian flowers now adorns every package.

“Everything about this rebrand was done with purpose. As we approached the evolution of the brand, we set out to honor our heritage while infusing it with a vibrant new energy,” said Liz Bondor, head of creative at King’s Hawaiian, in a statement.

The new packaging will be introduced at retail in early July.

Calbee’s Harvest Snaps Hits the Road

Harvest Snaps is taking its baked veggie snacks on a cross-country activation aimed at driving consumer trial and generating brand awareness. A van decked out in the brand’s signature colors and playful graphics will soon travel to Chicago (July to September) and Portland (September to October).

The sampling activation is part of Harvest Snaps’ “Veg Up & Go” campaign, which encourages consumers to choose nutrient-rich veggie snacks. The campaign also includes influencer marketing, targeted social ads, brand collaborations and promotional retailer support.

“Consumers are at the core of everything we do. Our innovations and marketing choices are inspired by their daily interests, needs and passions. That’s why we couldn’t be more excited to connect with them during this sampling road trip,” said Maiko Shimano, director of marketing at Calbee North America, in a statement.

Wonder Strikes Sweet Partnership With Baked By Melissa

Wonder food hall joined forces with Baked By Melissa co-founder and CEO Melissa Ben-Ishay to bring her TikTok viral Rainbow Kale Salad to the menus of its Royal Greens restaurants in over 50 locations.

The LTO features a base of kale and romaine topped with roasted broccoli, red bell pepper, cabbage, flame-roasted corn, tomatoes, shredded carrot and crispy quinoa and served with Ben-Ishay’s signature miso dressing.

Additionally, 6-packs of Baked by Melissa’s cupcakes can be found in Wonder’s Room for Dessert concept.