Just Egg, a plant-based liquid egg alternative from the US, has launched in the UK.

We kicked off the launch with a secret influencer brunch at Unity Diner, a non-profit vegan restaurant in Spitalfields. Vegan and food content creators were invited to test the product themselves, both by frying it up and by tasting special dishes crafted by professional chefs.

To drive buzz, we also created a high-impact PR stunt: a giant, custom-built installation of a Just Egg pack crash landing outside of King’s Cross Station in London. On the side, a sampling truck invited passersby to try out some Just Egg scramble on toast and learn more about the mung-bean-based product.