Vital Farms, a leading pasture-raised egg brand in the U.S., has produced a limited batch of dog treats in partnership with emerging specialty pet food company Ava's Pet Palace. The Cheesy Over Easy Dog Treats, made with pasture-raised eggs among five ingredients, serve as the centerpiece of a marketing campaign rather than a retail product launch.
The treats were developed for Vital Farms' "For Working Dogs Only" campaign, which highlights guardian dogs on the company's network of over 500 family farms. These dogs protect hens from predators and help herd flocks on pastures where Vital Farms sources its eggs.
Ava's Pet Palace manufactured the treats in alignment with both companies' animal welfare standards. The specialty pet food company focuses on creating products for pet, human and planetary health.
"We love dogs and our farmers do too," said Kathryn McKeon, Vital Farms chief marketing officer & general manager, Butter. "So, we decided to celebrate some of the other important animals on our farms — the good boys and girls who help take care of the hens every day — in an unexpected way."
The campaign features comedian Heather McMahan and her French bulldogs alongside actual Vital Farms farmer Jake and his guardian dog Peaches. The promotional content, developed with agencies GUT Miami and dentsu X, contrasts working farm dogs with household pets.
"My family and I love Vital Farms! Collaborating with them was an absolute yes. I mean, my mom was an unpaid brand ambassador traveling the world wearing their iconic egg hat, so we had to make it official," said McMahan. "Helping release these specialty dog treats with my favorite furry babies was a no-brainer, they love them!"
Consumers can enter to win the treats through September 12, 2025, at vitalfarms.com/forworkingdogsonly. The company also provides a DIY recipe for home preparation using its eggs.
Vital Farms emphasized that the dog treats are not available for retail purchase and do not represent expansion into the pet food category. The company remains focused on its core pasture-raised egg and butter products.
