Food-tech company Eat Just, creator of the vegan egg product, debuted two new television commercials as part of the campaign, starring Williams and Gyllenhaal respectively.

The adverts, narrated by actor JB Smoove, poke fun at the lengths celebrities go to in order to maintain their health and fitness. But with JUST Egg, the commercials suggest, eating healthily (and sustainably) is easy.

Like all plant-based foods, JUST Egg is completely free from cholesterol. It also contains 69 percent less saturated fat than chicken eggs, and boasts five to seven grams of protein per serving (depending on the product).

The eggs, made from mung beans, are also kinder to the planet. As of April, Eat Just had sold the equivalent of 250 million eggs, saving 9.1 billion gallons of water in the process.

It also spared 43.6 million kilograms of CO2e and 13,446 acres of land.

Celebrity endorsement

Speaking about the campaign, Williams said: “I eat to live, so JUST Egg helps me feel and perform better. But it’s also delicious – I don’t think my family can even taste the difference between JUST Egg and chicken eggs.

“I’m also all-in on the mission: how can we make healthy, sustainable options accessible to everyone?”

The athlete, who has 23 grand slam victories to her name, is also a shareholder in the company, something Williams says she’s “proud” of.

“JUST Egg is making a real difference,” she added.

Gyllenhaal – who has worked on near to 60 movies, including Donnie Darko and Nightcrawler – is also an investor in the brand.

“I’m excited to be partnering with JUST Egg,” he commented. “I’m eating more plant-based for my health, and JUST Egg makes it easy and delicious.

“I also recognize the impact our food system has on our planet, so JUST Egg’s mission is important to me. And, honestly, who can turn down being narrated by JB Smoove?”

The new ads will air on television in major markets, including Chicago, Los Angeles, and New York City. They will also appear nationwide on connected TV platforms and social media, while billboards of the collaborations will pop up in hard-to-miss locations.

The post Serena Williams And Jake Gyllenhaal Star In New TV Adverts For Vegan Eggs appeared first on Plant Based News.

The “Hell of a Steak” commercial – which comes from non-profit organization Vegan Friendly UK – aired during the Eurovision Song Contest in Israel on Saturday night. It’s set to appear on UK screens this week, and it will likely be shown in the US in the coming months. 

The ad features a group of diners pondering what to order at a restaurant named “Meat Out,” with one of them enquiring about a dish called “Hell of a Steak.”

The waiter then tells him: “I’m glad you asked… You won’t believe what we go through just to bring it to your plate.” 

He then goes into detail about the environmental costs of raising just one cow, explaining that it takes a piece of land about the size of three football pitches, 800,000 gallons of water, and 18,000 pounds of feed.

Throughout his explanation, the diners are covered in water and hay, before a single cow enters the restaurant and approaches their table.

The waiter finishes by saying: “Can you believe it? So many resources… And don’t get me started on the greenhouse gases.”

The diner then tells the waiter: “I don’t want to know the price,” to which the waiter ominously responds: “I’m sure you don’t. It’s a heavy price to pay.”

Animal farming and the environment

Noga Bronsky, CEO of Vegan Friendly UK, told Plant Based News that the advert is a “comical and high-level production” that “focuses on the harmful impacts of the meat industry on the environment and its connections to climate change.”

Animal agriculture – particularly cattle farming – is catastrophic for the environment in a number of ways.

Farmed cows produce around a third of the world’s methane emissions when they burp and fart, which is one of the main greenhouse gases responsible for global warming. They are also a leading cause of deforestation and land and water use. 

The advert follows in the footsteps of another highlighting the animal cruelty inherent in meat consumption, which was also released by Vegan Friendly earlier this year. It encouraged viewers to “make the connection” between the food they eat and the animals who suffered and died for it. 

The post WATCH: Vegan Commercial Aired During Eurovision To Be Shown Around The World appeared first on Plant Based News.

In each decade, Hart serves up a Beyond Meat burger to comedian Will “Spank” Horton.

“Traditions keep us connected to our past, but we have to make decisions for our future,” he says in the commercial. “We’ve gotta go beyond tradition, make changes that are better for the planet.”

“Eating plant-based is actually fighting climate change,” he continues. “Sometimes we don’t look for the most obvious things we can change, and I don’t know why. Some things should be easy, like eating Beyond Meat. Changing the world one burger at a time.” 

Changing up traditions

Founded in 2009, Beyond Meat’s products hit the shelves for the first time in 2012. While the brand’s products are entirely plant-based, its target audience is not vegans. Instead, it wants to encourage more meat-eaters to swap out beef burgers for plants.

And it’s working. In 2018, the brand released data revealing that 70 percent of its customers were actually meat-eaters.

With the new Hart commercial, Beyond Meat is continuing to nurture that customer base. 

“Our consumer testing found that Kevin resonated with non-plant-based consumers,” Beth Moskowitz, Beyond Meat’s chief brand officer, told Adweek. “He makes plant-based eating very approachable.”

Hart’s decision to show a backyard barbecue in the commercial was intentional. For many, it’s a summer tradition where friends and family gather to eat a meat-heavy feast. But Hart, who has reduced his own meat intake, maintains it doesn’t have to be that way.

He said: “I love that my family and I can enjoy all the foods we love, like grilled burgers in the backyard, but do so in a way that’s better for us without feeling like we’re sacrificing anything.”

The video (and shorter variations of it) will appear on digital, social, and connected TV, as well as TikTok. Beyond Meat and Hart will also host pop-ups and sampling events together to promote the products.

The post Kevin Hart Teams Up With Beyond Meat For New TV Advert appeared first on Plant Based News.