More than JUST Egg
How Tom Rossmeissl and Eat Just Spearheaded a New CPG
Usually, marketers are fighting amongst their peers to generate brand awareness in an already-saturated market. How does a camera maker get its latest product to stand out from 15 similar devices? How does a new automaker enter a market to steal customers who might already be loyal to one brand or another? Every marketer has strategies in his or her toolkit for these types of moments, but what happens when you’re literally inventing a market and the only competition you have is yourself?
“We’re a brand new product, and we’re a brand new category,” Tom Rossmeissl, Head of Marketing at Eat Just, said. “It’s not about how do we get incremental sales away from a competitor and into the plant-based egg space. We have to raise awareness that a plant-based egg exists, that it’s delicious, but it’s called JUST egg.”
One of the ways JUST has upleveled its brand is the way that it bucked the trend when it comes to traditional media spend and leaned heavily into influencers, such as Lizzo.
“[Influencers] let us show people how easy it is to use and how delicious it is,” Rossmeissl said. “When you have an influencer on Instagram, actually cooking a recipe, that helps a lot, given the challenges we have with a new product in a new category.”
Eat Just, a company that develops and markets plant-based alternatives to conventionally produced eggs. On a recent episode of Marketing Trends, Rossmeissl details the trials and tribulations the company went through when developing its plant-based eggs, and he describes the uphill climb the company is still trekking as it continues building brand awareness and getting consumers to change their eating behaviors. He also reveals the influencer marketing strategies the company has deployed to help consumers make the switch to a healthy, sustainable, plant-based diet
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