As an introduction this
post rant is going to be centered around the marketing tactics conducted by the person(s) at the new product, The Vegg, and my experience with them thus far. Having five (short) years experience in marketing, I will never claim to be an expert or “maven”, but I like to think I’ve picked up a thing or two along the way. Also, being vegan I understand the importance of companies being true to their word and becoming part of our community rather than approaching their entrance in a negative fashion. These are my personal reasons, marketing and otherwise, for steering clear of vegg for the time being. I’d love to hear other peoples experience / taste reviews.
About a week ago I posted on Tumblr about The Vegg, a new 100% vegan egg yolk and asked if anyone has tried it. I got no responses so as most bloggers do I then tweeted a link to said post on Twitter:
Clearly I couldn’t fit all of the reasons why I was skeptical within 140 characters, and since I was running short on time that day, I didn’t feel the need to voice all of my reasons on Tumblr. The next day I logged into Twitter and saw that I had an @ reply, and lo-and behold it was from ‘The Vegg’.
Okay so this post irritated me for a few reasons. 1. Their “skeptical about what?” question sounded a bit snarky and deeming to a consumer. 2. This was the perfect opportunity to work with a vegan blogger and have them promote their product! Instead, they referred me in a passive aggressive manner to the reviews section, which I had already skimmed, and they still didn’t engage me enough to put The Vegg in the highly coveted number one “must-try” spot currently held by Beyond Meat.
Anyway, I thought all marketers have a bad day so to be fair, and to answer their question, here’s why I still remain skeptical:
1. Vegan egg yolk is just plain weird. No matter how culinary competent someone is, or adventurous, there seems something a little off about egg yolk that isn’t animal-derived. With that being said, I’ve always steered clear of even egg-replacer preferring to use applesauce or bananas if need-be. So that may just be my humble opinion.
2. Their website looks like it was created in 1996. Now, I guess I can’t hold this against a company that is just starting out, but your product is your brand, and your brand is your message to the world. Their website just seems chock full of images and links to recipes (and animal rights organizations) but I’d rather see some more meat, maybe with a blog and introductions to your team members? I want to get to know you as a brand and as people. Currently the entire company seems so veiled it’s hard to determine the masterminds behind the product and what their intentions as a brand are. Are you going to change the world? How much do you care about animal rights? Who are you people anyway?!
3. The pictures do not seem appetizing. When I think of egg yolks I think of perfectly poached eggs drizzled with hollandaise on top of some tomato and an english muffin (YUM). But the pictures of the yolks themselves that have been circulating do not seem appetizing to me in the slightest. I suppose it’s because the yolk is missing the fluffy surroundings of the whites and looks a bit naked and strange to me.
Anyway, although I was slightly annoyed, I never responded to their tweet because marketers are scary when they are trying to promote a brand that isn’t getting traction, and especially scary when they are having a bad day. So, I let it slide. But then this morning I woke up to this post on Facebook:
After this elementary taunting of VegNews not being the first to know, they then went on to complain that they spent $400 in advertising with VegNews this past fall and think its BS that the magazine hasn’t written about them yet. This, is just plain ridiculous. I’m not sure how big in dimensions their advertising spot was, I’m assuming it was in the back along with the dozens of other products trying to get the lime light. In either case, $400 is nothing for print advertising or ads in general, and the magazine isn’t obligated to write a feature about every.single.brand that advertises with them, that would be a little insane.
Things I want to know about this post, who is the “I” in Vegg?! What brand uses emoticons?! And also, yes, to answer your question advertising is for exposure, in case you didn’t already know.
I then scrolled down further in their Facebook page and saw that not only are they sharing random news, but they are then starting fights with their own consumer base!
So in the end, the Vegg, although I have yet to try it, has already left a bad taste in my mouth. The person running their marketing doesn’t seem the least bit interested in developing a brand that resonates with the consumers that are going to be purchasing their products. I’m sure it’s as tasty as the reviews say, but I think I’ll pass on this one, and take my money elsewhere.