Celebrity Endorsement Brand Purpose Vegan

Jake Gyllenhaal & Serena Williams promote the superstar powers of Just Egg’s plant-based eggs


By Kendra Barnett, Associate Editor

May 23, 2022 | 5 min read

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.

Jake Gyllenhaal making JUST Egg in his kitchen

Jake Gyllenhaal and Serena Williams nosh on Just Egg to stay fit and sexy, per the new campaign / Just Egg

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.

In one 30-second spot, Gyllenhaal is seen scrambling up some Just Egg to fill up after a grueling workout that “only famous people know about,” explains Curb Your Enthusiasm’s JB Smoove, who has reprised his role as Just Egg’s voiceover talent following the brand’s debut campaign last fall. Smoove explains that the plant-based protein found in Just Egg is ideal for staying in “superstar shape” after doing “underwater jiu-jitsu, or something like that.” Viewers glimpse through the window to peep a man dressed in armor holding a sword, a trainer setting up a trampoline and another man bearing a blowtorch. “Those ‘Sexiest Man’ awards don’t win themselves, baby,” quips Smoove, as the actor finishes his plate and preps for his next workout.

In another spot, Williams is pictured perched in her kitchen as staffers bustle all around her. A chef brings her toast made with herbs and Just Egg. “You think the GOAT [internet shorthand for ‘greatest of all time’] eats regular-degular eggs? Nope!” exclaims Smoove. “Her eggs are made from plants — cause she has nutritionists, scientists, trainers and,” panning to a mad scientist-looking character, “whatever this guy does — very interesting — curating her protein intake so she stays fueled for superhuman performance.”

The idea, of course, is that even though everyday consumers don’t have access to celebrity trainers and a house full of on-demand service and care, they too can tap into the superior protein promised by Just Egg.

“Eggs are one of the most common foods on the planet, spanning cultures, cuisines and yes, even the diets of superstars,” says Tom Rossmeissl, head of global marketing at Eat Just, parent company of Just Egg. “Jake Gyllenhaal and Serena Williams recognize the benefits plant-based eggs can have on their own health and on the planet, and we’re happy to have partnered with them and Mythology for this fun, informative new campaign.”

Gyllenhaal and Williams join a growing roster of celebrities who are trying out plant-based diets or full-on proselytizing about them. A-listers from Joaquin Phoenix and Stevie Wonder to Billie Eilish and Lizzo reportedly follow vegan diets as of 2022. And there’s money to be found there: just a couple weeks ago, Kevin Hart, who reportedly eats a primarily vegan diet, headlined a new campaign for plant-based meat brand Beyond Meat; in December, Succession star James Cromwell encouraged consumers to go vegan in an ad that aired across the UK.

The new Just Egg campaign will run on TV in major US markets including New York City, Los Angeles and Chicago and will include connected TV and social placements. Some major markets will also see out-of-home ads in the form of billboards advertising Just Egg with witty copy like, “Packed with plant protein, if you’re into muscles. Really good, if you’re into food.”

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Just Egg: Really Good Eggs by Mythology

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