Plant-based innovation has officially landed in the UK with the debut of Just Egg.
Food Truck Tour Across the UK
Adding to the excitement, a branded food truck is touring major UK cities. Samples are handed out to give people their first bite of a product that has already become a household name in the U.S.
Developed by Link Communication, the tour bridges curiosity with taste. By letting consumers experience Just Egg firsthand, the campaign builds authenticity and word-of-mouth momentum.
Minds McCann Birmingham’s Creative Leadership
McCann Birmingham has been instrumental in the campaign’s bold look and feel. The agency’s creative director Chris Bamford called out the loyal community of “Just Egg Heads” who have been pushing for this launch for years.
This sentiment resonates strongly. The UK rollout is more than a product introduction — it’s a response to consumer demand, proving the power of engaged communities in shaping brand expansion.
The Vegan Food Group’s Strategic Push
The Vegan Food Group has been a driving force behind Just Egg’s UK entry. Abigail Nelson-Ehoff summarized the campaign as “bold, memorable and worthy of such a game-changing product.”
With this backing, Just Egg is positioned not as a niche vegan product, but as a mainstream food choice. Aligning with BM Outdoor’s philosophy of powerful public presence, this campaign merges product innovation with experiential advertising.
Influencer and PR Amplification
Beyond installations and sampling, the campaign leverages influencer events and a full-scale PR programme. This ensures that Just Egg is not just visible in public spaces but also across digital platforms.
By targeting lifestyle audiences and leveraging food culture trends, Just Egg accelerates its entry into the UK mainstream, creating buzz that extends well beyond its physical activations.
Exclusive Launch with Ocado
To complement the OOH and experiential campaign, Just Egg has partnered with Ocado for an exclusive launch. This positions the product directly in the hands of consumers looking for convenient plant-based options.
With retail, experiential, and digital touchpoints working together, Just Egg demonstrates how integrated campaigns can powerfully disrupt new markets. It’s a lesson in bold brand entry that outdoor advertising companies, including BM Outdoor, admire for its reach and creativity.
A Crash-Landed Carton in London
The heart of the campaign is a 5-metre-high Just Egg carton installation outside King’s Cross station. Designed to look like it crash-landed, the stunt draws immediate attention from commuters and passersby.
This dramatic visual embodies the brand’s disruptive energy while emphasizing its bold approach to product launches. It transforms everyday space into an unforgettable marketing moment.
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