Media Bounty has been appointed by Noble Foods to launch its startup brand, Crackd the No-Egg Egg. The agency will be responsible for driving awareness of the vegan-friendly, plant-based egg alternative, billed as the first in the category, with a social-first campaign. The campaign will coincide with the brand rolling out into M&S and specialist online retailer the Vegan Kind in December.
Crackd is a cold-pressed liquid that mimics a whole egg in cooking with no compromise on taste. The core ingredient is cold-pressed pea and offers natural nutrition, with the versatility to be used in dishes such as brownies, omelettes, frittatas, pancakes and Yorkshire puddings.
Media Bounty will handle Crackd’s content and media strategy, creative development and channel planning. The agency picked up the No-Egg Egg account following a competitive pitch.
Jake Dubbins, Media Bounty co-founder said: “As soon as we took a look at this brief, we knew it was definitely one for Media Bounty. We have developed a really deep understanding of this emerging category with our work for other clients and as an agency with a conscience, we were absolutely delighted to start work with the awesome team at Noble Foods.
“The way we source and eat our food is undergoing rapid transformation due to changing diets and the climate emergency, so working with innovative startup like Crackd is exceptionally exciting for the whole agency.”