Remember the classic Egg Marketing Board’s “Go to work on an egg”? Well, if you do, you must be older than you look as the first burst of TV ads, starring comedian Tony Hancock and actress Patricia Hayes, was aired way back in 1965.
In 2007, plans to rebroadcast the original TV ads were rejected by the miserable Broadcast Advertising Clearance Centre, which ruled that they did not promote a varied diet. “Stone me, what a life!”, as our Tony would no doubt have said.
Of course, these days the food police and the plant-brigade are even more rampant. Meat is murder, fish is flagitious and eggs are evil, apparently; never mind that the Western obsession with quinoa is wreaking environmental and economic havoc in Peru and Bolivia (not just our thoughts, listen to the Spoon University).
Anyway, there we were mulling over the troubles of the world when up popped a new ad for Just Egg entitled ‘Really Good Eggs’ and devised by agency Mythology. What, we pondered, is the humble dippy egg and soldiers finally making a comeback?
Our excitement was somewhat short-lived when Nightcrawler and Spider-Man: Far From Home star Jake Gyllenhaal appeared on screen munching down on his “extraordinary eggs”… from plants.
Yep, not only can you now have vegan sausages, vegan burgers and vegan bacon, you can toss in a few vegan eggs, as well.
As the official line explains: “During the 30-second Gyllenhaal spot, the Academy Award-nominated actor is seen refuelling from a workout we’ve never heard of, with some Just Egg. Through the window, a man in armour is holding a sword, plus a blowtorch and trampoline. It’s time for yet another grueling stunt training/workout that only a megastar would do.”
If that actually makes sense, the world really has gone mad.
A second execution features Serena Williams, while there is also outdoor activity with yellow branding, oversized food images, and slogans including “Celebrities…they’re just like us! Kidding. They’re plant-based” and “Packed with plant protein, if you’re into muscles. Really good, if you’re into food.”
Eat Just head of global marketing Tom Rossmeissl said: “Eggs are one of the most common foods on the planet, spanning cultures, cuisines, and yes, even the diets of superstars. Jake Gyllenhaal and Serena Williams recognise the benefits plant-based eggs can have on their own health and on the planet, and we’re happy to have partnered with them and Mythology for this fun, informative new campaign.”
So, what is the consensus around the Decision Marketing office?
Well, as you might be able to tell, this is an American campaign, and has all the rather annoying hallmarks, too. Just Egg is not yet available in the UK, although there are similar products on the market here, of course and, to be fair, it is unlikely they would even be able to get away with calling it Just Eggs here, as, THERE AREN’T ANY EGGS IN IT.
And there’s the rub; why do vegan products always have to be named after their meat equivalents? And, why oh why, do vegans always think they are superior?
Don’t get us wrong, even the Decision Marketing team eat vegan food sometimes – chippie tea anyone? – but as they say, variety is the spice of life.
Decision Marketing Adometer: A “not so cracking” 6 out of 10
