JUST Egg
Pioneers Club
A Hyper-Personalized Dining Experience
How do you create buzz around a plant-based product during lockdown and strict COVID-19 restrictions? For JUST Egg's brand launch in South Korea, we turned the challenges of social distancing into a hyper-personalized experience at the plant-based pop up restaurant ‘Pioneers Club’ - Inviting local plant-based pioneers to have a private dinner in the heart of Seoul's Yongsan district.
Surrounded by lush greenery that represent the growing plant-based movement in Korea, only two guests at a time are served personalized dishes while getting the full attention of our renowned chefs and staff.
Creative Strategist Jasper Larsson
ACD Haehyun Park
Producers Kelly Belchere · Eunbee Kyung
PRESS
The Egg Born from the Ground
땅이 낳은 에그
The space's design theme, "wild nature reclaiming modern life," alludes to the expanding plant-based movement in South Korea and JUST Egg's new Korean tagline, "The egg born from the ground" (땅이 낳은 에그), while reminding people of the therapeutic benefits of nature and plants in a time of lockdowns and isolation.
Customized elements to suit every taste.
At The Pioneers Club, only two guests at a time can be seated, with the guests’ dietary restrictions and allergies influencing the menu. By working together with renowned chefs and letting them create localized recipes, we showcased the potential of the product and developed content to feed the feeds for months after the event. And by inviting the right crowd while showing the potential of the product, it quickly opened doors to get JUST Egg on the menu of other trendy plant-based cafes and restaurants, such as Millennial Dining and Monk’s Deli.
