Just Egg Says 'Plant-Based Lovers Do It Better'

Brands in the plant-based food space have plenty of ammunition in their marketing arsenals: their products are eco-friendly, using a fraction of resources to manufacture versus traditional protein, and they’re humane, with no animals killed or otherwise exploited in the process. But for a Valentine’s Day promo, Just Egg is bringing out the heavy artillery for a new ad campaign that links a plant-based diet directly to better sex. In a full-page ad launching Sunday in the New York Times, the category leader in egg substitutes declares, “Plant-based lovers do it better.” The brand also plans a high-profile out-of-home placement debuting today in Times Square with the same message, printed on a giant “Do Not Disturb” door hanger. Just Egg is one of a number of plant-based brands that have left the apologetic approach behind—saying sorry for not being “the real thing” is so 2018—and adopted a newfound swagger in its advertising. Listen to your heart While latching onto the romantic February holiday, Just Egg is also tapping into American Heart Month with cardiologists who back up its claim that “what you eat directly impacts what happens between the sheets.” Studies say that erectile dysfunction affects some 30 million men in the U.S., ranging from 8% of men in their 40s to 40% of men in their 60s, with numbers continuing to jump as age increases, per the International Journal of Impotence Research. The Cleveland Clinic estimates that 1 in 10 men has ED at some point in their lifetimes. As for making the connection between dietary choices and getting busy, Just Egg has gathered medical experts like Dr. Robert Ostfeld. “Erectile dysfunction can serve as an early warning sign for heart disease,” Ostfeld said in a statement. “Consuming healthy plant-based foods can lower cholesterol and blood pressure, as well as improve blood flow, enhancing heart health and erectile function.” Another specialist, Dr. Danielle Belardo, also draws parallels between food and sexual function. “Eating more plants, swapping out saturated fat for polyunsaturated fat and reducing your dietary cholesterol will reduce your risk for developing both ED and heart disease,” Belardo said in a statement provided by Just Egg. “And it will help your blood vessels stay healthy while providing blood flow to organs all over your body.” ED is often under-reported and goes untreated because of the associated stigma, with men not confiding in their doctors, according to Just Egg, whose spokesman said the brand hopes to “spark a national dialogue to change that.” "Plant-based lovers," while using a lighter touch, takes a page from the PETA playbook, whose ads going back a decade have highlighted the upside of a vegan lifestyle on sexual function. The animal rights group once tried to place its racy "Veggie Love" spot in the Super Bowl, but didn't pass muster with NBC, which deemed it not safe for network audiences. As 71% of Americans Dabble in Plant-Based, 2022 Will Be a High-Stakes Brand Battleground

Plant-Based Products

'Plant-Based Lovers Do It Better' Says New Just Egg Ad Campaign

The promo, timed for Valentine's Day and American Heart Month, ties food choices to sexual function

T.L. Stanley

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T.L. Stanley