Pioneers Club • A Hyper-Personalized Dining Experience

JUST Egg is a plant-based alternative to commercially produced eggs developed by San Francisco-based company Eat Just. With an aim to enter Asia’s alternative protein market, the brand partnered with us to create a launch campaign that creates buzz among chefs, plant-based advocates, foodies and influencers, starting with Seoul. Not one to chicken out on Covid challenges presented to us at the time—safety restrictions, supply chain deficiency and time and resources constraints— we leveraged them as an opportunity to set up an intimate, immersive and Covid-safe pop-up restaurant, The Pioneers Club.

Designed with personal safety as a main priority, The Pioneer’s Club was a plant-based pop-up restaurant that offered a unique and exclusive fine dining experience in a verdant herbs-filled environment. The name was carefully chosen as a tribute to the pioneers who helped the plant-based movement gain traction in South Korea. The design theme of the space was “wild nature reclaiming modern life,” which referenced both the growing plant-based movement in South Korea and JUST Egg’s new Korean tagline, “The egg born from the ground (땅이 낳은 에그),” also developed by Media.Monks.

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.