Plant-Based Eggs Are No F*^$ing Joke

Do you love eggs, but feel bad about supporting corporate farms that raise chickens in pens? Have you tried Just Egg from the scientists and culinary artists at Eat Just, Inc.? Perhaps, you will soon?

Eat Just, Inc. just launched a new multi-million-dollar brand campaign for its popular plant-based JUST Egg products. The brand’s “Really Good Eggs” campaign kicks off this week with a series of ads narrated by comedian and JUST Egg mega-fan J.B. Smoove, famous for his role on HBO’s “Curb Your Enthusiasm.”

Each “Really Good Eggs” spot puts viewers in the center of a different morning scramble while challenging common presumptions about plant-based food. Like the idea that plant-based food does not taste good—that’s a significant hurdle for any startup brand in this emerging field to clear.

The new ads will air on broadcast and cable television in major markets like Chicago, Los Angeles, and New York City and will appear nationally on connected TV platforms like Hulu as well as on digital video services like YouTube.

“Our ads aim at the truth. People can’t care about the health of the planet or their family all of the time. We want to disarm people and their presuppositions about plant-based foods with insightful humor and irreverent swagger,” said Tom Rossmeissl, Head of Global Marketing at Eat Just.

“Really Good Eggs” billboards will also appear throughout the fall in cities across America and in-store and curbside advertising will reach shoppers at thousands of brick-and-mortar retail locations.

The campaign was developed in partnership with New York City-based creative studio Mythology.

 

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Eat Just recently unveiled the campaign at the 2021 Good Food Conference, the world’s most in-depth, cross-sector gathering focused on the power and potential of alternative proteins to fundamentally change food and agriculture.

JUST Egg products are now available in approximately 24,000 retail points of distribution and more than 1,000 foodservice locations. Today, JUST Egg products are in 1.3 million U.S. households, up 45 percent since January.