Vital Farms partners with ‘The Bear’ on ad spot

Texas-based Vital Farms Inc. has partnered with Disney and FX’s “The Bear” for the popular television show’s fourth season.

The company, which sells eggs and butter and has its washing and packing facility, which it calls Egg Central Station, in Springfield, announced in a news release that the advertising collaboration is timed with the launch of the new season this week. The financial terms of the ad deal were not disclosed.

According to the release, the sponsorship includes a 30-second ad spot starring Emmy-winning actress Liza Colón-Zayas, who has played Tina Marrero in the show since its first season. In the ad, Colón-Zayas orders an omelet, a dish featured in season 2, episode 9 of the show, using Vital Farms eggs and butter.

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

According to the release, the goal of the ad is to show how a simple omelet can be made with high-quality ingredients such as eggs and butter.

“The Bear” stars Jeremy Allen White as a young chef running a family sandwich shop and is known for its intense cooking scenes.

All 10 episodes of the new season were released on Hulu Wednesday. According to the release, the 30-second ad will run before every episode.