Celebrities and sports stars have a lot of help when it comes to looking and feeling good. Personal chefs, trainers, motivational coaches and the like all seem to be part of the A-list’s support system.
In a “Stars, they’re just like Us” twist, Just Egg plant-based egg substitute asserts that its benefits can be had by anyone. A new advertising campaign for the brand features actor Jake Gyllenhaal and tennis superstar Serena Williams (who are both investors in the company) enjoying the product as part of their healthier lifestyles.
“It’s based on the insight that it seems like every celebrity and athlete is adopting a plant-based diet,” said Tom Rossmeissl, the brand’s head of global marketing. “Do they know something we don’t? Yes, but that doesn’t mean you can’t have it too.”
The new ads depict Gyllenhaal and Williams in their respective homes preparing their Just Egg breakfasts as part of their daily routines, most of which are out of reach for the average consumer. In Williams’s spot, for instance, the superstar’s entourage includes “nutritionists, scientists, trainers” and another mysterious worker to help her “stay fueled for superhuman performance.”
In the other commercial, Gyllenhaal is seen refueling after a workout “only famous people know about.” After he finishes his plant-based egg dish, Gyllenhall returns to his “galactic-robo-knight training” because “those ‘sexiest man’ awards don’t win themselves.”
“We wanted to keep our funny truth-telling tone,” Rossmeissl said. “We didn’t want to do a run-of-the-mill educational ad. We wanted to stay tru to our brand platform.”
The new campaign builds off of Just Egg’s previous effort from last year, which featured more relatable stories of individuals like the mother of a one-year-old and a man who had been out too late partying the previous evening, enjoying Just Egg without compromising on taste. In both campaigns, the voiceover is provided by actor and comedian J.B. Smoove.
“I’m excited to be partnering with Just Egg,” said Gyllenhaal in a statement. “I’m eating more plant-based for my health, and Just Egg makes it easy and delicious. I also recognize the impact our food system has on our planet, so Just Egg’s mission is important to me. And, honestly, who can turn down being narrated by JB Smoove?”
The new campaign will run on broadcast television in major markets such as Chicago, Los Angeles and New York City. They will also run nationally on connected TV platforms and social media. The campaign will also include billboards in the three major markets with headlines such as, “Eat it for your heart. Or the deliciousness. We don’t care.”
The company will bolster the campaign with additional extensions, including giveaways featuring favorite kitchen and gym items from celebrity endorsers, athletes and other influencers. The brand will also be sharing favorite recipes from fitness creators that pair well with their favorite workouts.
“Part of the joke [of the campaign] is that these celebrities and athletes have all of these advantages,” Rossmeissl said. “These campaign extensions are a way for our followers to experience some of those advantages.”
