The Drum Awards Festival - Extended Deadline

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Date: May 2022
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As a growing number of stars go plant-based, tennis legend Serena Williams, Nightcrawler actor Jake Gyllenhaal and Curb Your Enthusiasm’s JB Smoove team with Just Egg to let consumers in on a secret: they’re so strong and sexy because they eat plant-based eggs.

More consumers are following plant-based diets than ever. The US saw a 30-fold increase in vegans, from 290,000 to almost 10 million in 2019, according to an Ipsos study. And increasingly, celebrities are endorsing the benefits of eating fewer animal products to convince more everyday consumers to make the switch.

Now, 23-time tennis Grand Slam champ Serena Williams and Oscar-nominated actor Jake Gyllenhaal have joined Just Egg’s mission to convert breakfast-lovers to a more sustainable, plant-based alternative.

Launched today, a new campaign called ‘Really Good Eggs,’ developed in partnership with Just Egg’s agency of record Mythology, features two spots that invert the trope that celebrities are just like us. They’re not; they’re superior. They have personal chefs, on-site nutritionists, personal trainers and a wealth of knowledge and resources that regular old folks simply don’t have. No wonder they’re so fit — they have on-demand experts who advise them to eat Just Egg instead of high-cholesterol eggs from chickens.