Vegan Trademark holder, Crackd The No-Egg Egg, is continuing to drive awareness with significant ATL investment.
The product, which launched about a year ago, is 100% plant based, made from pea protein and and rich in vitamin B12, whilst containing no allergens or fat.
Earlier this year, The Vegan Society published research that showed 98% of non-vegans would be open to trying the plant-based alternative. While 51% said they’d use it to make scrambled-eggs, 47% would try an omelette and 42% would use it for pancakes.
The outcome was even greater amongst vegans with 100% of survey respondents keen to give it a go and it looks like demand is not showing any signs of slowing down.
To support increases in distribution, Crackd The No-Egg Egg ran its biggest national multi-channel marketing campaign running on TV, OOH, digital, social media and press.
Lucy Pullinger, Insight & Research Executive at Sky TV, says: “With an increase of 17.4% in prompted brand awareness the Crackd campaign has set up a new record for Sky. We have done over 182 brand evaluations and the Crackd TV ad achieved the greatest increase in prompted brand awareness. Plus, it had a 14.9% uplift on aided advertising recall 317% higher than the usual benchmark.”
“This January we will go even bigger” says Mirta Antonini, Brand Marketing Manager of Crackd The No-Egg Egg “Crackd makes it easier for flexitarians to become plant-based. Veganuary is a massive opportunity to highlight how easy it is to use Crackd The No-Egg Egg, thereby supporting them on their journey to reduce their animal protein intake.”
Available in Morrisons, M&S, The VeganKind, WholeFoods, Amazon and Selfridges to name a few. The brand was showcased at last weeks Plant-Based World Expo where the versatility of the product was demonstrated by the chefs, co-owners and food developers, Bingham & Jones.
Crackd The No-Egg Egg is available in Marks&Spencer, Morrisons, Selfridges, Whole Foods and online from The Vegan Kind, The Good Kind Supermarket and Plantini for £3.99.
*Research completed by Sky TV (sample size - 912 respondents)
