Gut won the business after a competitive pitch. The terms of the contract were not disclosed, but the estimated digital spend for the brand last year was $5 million, according to COMvergence.

“We’re proud of the work we’ve achieved with Vital Farms over six years of keeping it Bullsh*t Free, building up the brand to go public as a certified B Corp, and topping it off with a Cannes Lion for “Hens Behind the Lens,” said Krystle Loyland, co-founder and CEO of Preacher in a statement. “Although we no longer work together, we care too much about the hens and the brand to ever buy any other eggs, and will continue to spread the good word on their behalf.”

While new ideas are in the works between Gut and Vital Farms, the next campaign has not yet been scheduled. The teams are looking for of-the-moment, culturally relevant conversations to join, like the egg-flation work for Valentine’s Day.