Plant-based egg brand Just Egg is looking to break into the UK market with a giant-sized out-of-home activation outside King’s Cross station in London.
Crafted in partnership with creative agency McCann Birmingham, ‘Finally, Just Egg Has Landed’ will mark the ‘mung bean’ egg brand’s debut outside its native US.
The licensee and manufacturer of Just Egg in the UK and Europe, The Vegan Food Group will look to engage a broad UK audience, from vegans and flexitarians to health-conscious consumers and those with intolerances.
“Launching Just Egg in the UK is a milestone we’re incredibly proud of. We have been passionate about doing the brand justice, a plant-based egg that truly delivers on taste, versatility and sustainability, while meeting the incredible consumer demand that has existed for years,” said Abigail Nelson-Ehoff, UK head of marketing at Vegan Food Group.
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“This campaign is our way of matching that excitement with something bold, memorable and worthy of such a game-changing product. The consumer response so far has been overwhelmingly positive, and we’re excited about the opportunity ahead to grow the brand and its impact in the UK.”
Centred around the special-build out-of-home installation, which features 5m-high Just Egg carton that appears to have ‘crash-landed’ into the ground, the campaign will be supported by a nationwide food truck tour, dynamic social content, guerilla out-of-home advertising and UK-specific product packaging design.
Chris Bamford, creative director at McCann added: “The campaign line wrote itself, because consumer sentiment is so strong for this product. There’s a community of fans who we lovingly call Just Egg Heads, and they’re finally getting what they’ve spent years passionately lobbying for.
“The brand has A-list ambassadors in the US, but here in the UK we wanted to launch with a series of more intimate introductions and experiences over multiple touchpoints, timings and locations. That said, a 5m high crash-landed carton of plant-based, egg innovation at King’s Cross isn’t that subtle!”
