Just Egg crash-lands into the UK with a plant-based bang

Just Egg has finally touched down in the UK – and it’s not being subtle about it.

The US-born, mung bean-based egg alternative has partnered with McCann Birmingham and The Vegan Food Group for a 360 campaign to mark its arrival.

The launch is fronted by a 5-metre-high Just Egg carton that looks like it crash-landed on the concourse outside King’s Cross station.

Supporting the installation is a touring food truck handing out samples to give UK consumers their first bite of the brand that’s had a solid following stateside for years.

“There’s a community of fans who we lovingly call Just Egg Heads,” said McCann’s Chris Bamford. “They’re finally getting what they’ve spent years passionately lobbying for.”

 The food truck and van tour, developed by Link Communication, will be hitting major cities all summer, backed by influencer events and a full PR programme aimed at pushing Just Egg into the UK mainstream.

Abigail Nelson-Ehoff from The Vegan Food Group put it simply: “This campaign is our way of matching that excitement with something bold, memorable and worthy of such a game-changing product.”

The full rollout starts with an exclusive debut on Ocado.

COOH Food & Drink