JUST Egg
Advertising
JUST Egg
Opportunity:
Create the first global egg brand (that just happened to be from plants)
Insight:
Plant-based foods have too often tried to sell a compromise to consumers to get them to change their eating habits. The “it might not taste as good as the food it was replacing, but think of all the good you’re doing for the planet” kinda thing. The truth is, most people don’t care about the planet when they’re shopping for food.
In fact, 87% say taste is the most important factor in trying new products, and 73% would NOT try plant-based products if they didn’t taste as good as the original animal product.
If we were to achieve JUST’s ultimate goal of fixing the global food system, we had to get our product in more mouths and stomachs. Which means we needed to appeal to a bigger audience.
Our Answer:
Really Good Eggs. The good news is that JUST Egg tastes great, so we could meet consumers where they were — in busy, layered lives…but always up for some tasty eggs.
