JUST Egg is planting a stake in the ground at music festivals, where vegan options are limited.
In a departure from the standard food truck, cart or kitchen, JUST Egg is dropping a colorful, neon “sampling lab” on music festival grounds across the country, inviting hungry artists and attendees to experience a culinary escape with its plant-based egg product. The summer sampling program debuted at Broccoli City in Washington, D.C., May 7-8, and moved on to EDC Vegas, Beyond Wonderland in George, WA, Bonnaroo in Manchester, TN, and Levitate Music & Arts Festival in Marshfield, MA. It will wrap at Primavera Sound, Sept. 16-18, in L.A.
Instagram-worthy from start to finish, the structure features a photo moment and chill space out in front with lush, botanical accents against a modern design and the illuminated message, “Really good eggs, from plants.” Consumers head inside from one of two tunnel entrances to a covered sampling environment where brand ambassadors in a sleek preparation zone deliver a substantial bite that demonstrates the versatility of the product.
The allure of the design, which is meant to be head-turning and lead consumers to question what they’re about to experience, is exactly the point. For a plant-based brand, it’s critical that the product be tasted in order for consumers to understand it, according to Adrian Santos, director-field marketing at Eat Just, Inc. First, you have to capture their attention.
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“Eggs are the most consumed protein in the world, and we’re disrupting that. We’re an egg that uses less water, less land, is better for the environment, is better for your body, and so we’re positioning the brand with the look and feel of something that’s progressive and forward-thinking,” Santos says.
For JUST Egg, the music festival space allows its brand to align with a variety of influencer artists who have declared they’re vegan, like Diplo, Lizzo, Questlove and Moby, and sample the product in hospitality zones and backstage, but it also allows it to occupy precious real estate and plant (no pun intended) a stake in the ground at festival events where vegan options are often limited to funnel cakes and French fries.
“The biggest barrier to entry into the brand is taste—people can’t wrap their minds around what a plant-based egg tastes like. But we’ve seen it in the data that once you try it, your propensity to purchase it is really high,” Santos says. “As we’re on this rapid growth trajectory, we’ve set a goal to get as many of our eggs in as many mouths as possible in 2022—and it’s an aggressive goal: millions and millions of our eggs in people’s mouths.”
To that end, after wrapping up the summer music festival circuit, and activating in a number of smaller local and regional activations, JUST Egg will have a presence at the U.S. Open of Surfing July 30 through Aug. 7, before launching a college campus tour for the 21-and-over crowd that month and sampling to 31,000 office workers for a campaign in New York City. Agency: The Bait Shoppe.
Inside the Sampling Lab:
Photo credit: Azuree Wiilala
