My team and I took home the gold for "Best Culinary Experience" at the Experience Design & Technology Awards 2022

For a plant-based brand like Just Egg, tasting is believing. So, to drive brand awareness and sampling among influential (and hungry) festivalgoers, who either indulge in greasy foods while on-site or lament the lack of vegan options, Just Egg launched the Really Good Eggs Tour, a six-stop festival tour with Live Nation. With an ambitious goal of handing out more than 500,000 samples, Just Egg designed a sampling menu that would address the taste and texture concerns among plant-based consumers.

As an eco-conscious, forward-thinking brand, Just Egg wanted its activation to stand out from other “high-volume” food tents and create an ultra-modern, Instagram-worthy mobile kitchen experience that could create a hot sample at scale and would draw consumers inside to find out what its product was all about. The 40-foot by 40-foot structure featured a tunnel photo moment and tranquil space complete with greenery against the illuminated message: “Really good eggs, from plants.” 

Consumers could enter the space from one of two tunnel entrances to a covered sampling environment. Brand ambassadors delivered samples via a custom-built conveyor that would bring the food seamlessly into the space from a hidden back-of-house kitchen, which produced 6,400 samples an hour and over 51,000 per day. And all that first-party data the brand ambassadors collected as consumers exited the footprint—egg-cellent.