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Plant-based food product, Just Egg, has commissioned a giant creative OOH activation outside King’s Cross station, to promote its entry into the UK market
Plant-based egg alternative, Just Egg, has marked its entry into the UK market with an oversized creative out-of-home (OOH) activation outside King’s Cross station in London.
Just Egg, which is made primarily from mung beans, has previous only been available in the US. The product, which is primarily sold in cartons, promotes itself as a zero-cholesterol alternative to eggs with no artificial flavours.
The Kings Cross promotional campaign, titled ‘Finally, Just Egg Has Landed’, was made in partnership with creative agency, McCann Birmingham.
The OOH installation features a 5m-high Just Egg carton designed to appear as if it has ‘crash-landed’ into the ground, complete with smashed flooring slabs and kicked up dirt.
Following the installation, the Just Egg campaign will continue with a nationwide food truck tour, guerilla OOH advertising, and UK-specific product packaging design, as well as a range of social media content.
Chris Bamford, creative director at McCann, says: “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.”
Commenting on the Kings Cross installation, Bamford adds: “That said, a 5m high crash-landed carton of plant-based, egg innovation at King’s Cross isn’t that subtle!”
The Vegan Food Group, the manufacturer and licensee of Just Egg in the UK and Europe, is aiming to engage a broad UK audience spanning from vegans and flexitarians to health-conscious consumers and those with egg intolerances.
Abigail Nelson-Ehoff, UK head of marketing at Vegan Food Group, says: “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.”
