Plant-Based Products

This Ad Has a Simple Tip for Getting Boomers To Eat Plant-Based This Holiday

Just Egg kicks off its seasonal marketing as more consumers plan for healthier, Earth-friendly meals

An elderly woman with shoulder-length gray hair looks down at her food while wearing glasses — Just Egg's new ad focuses on quietly winning over a climate-skeptical grandma.Just Egg

By T.L. Stanley

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Here’s a surefire way to get the boomer demographic to eat more plant-based food: Just don’t tell them you’ve swapped out their beloved hen eggs for the faux version. Then you can stand by silently—and smugly—as they wolf down breakfast without complaint.

That’s what happens to a sourpuss character in a new ad from category leader Just Egg. Nana, who might be a climate-change denier, doesn’t detect the lie of omission and actually enjoys her omelet, even though it’s served to her by the preachy daughter-in-law she can’t stand.

The

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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