We tapped into the insight that South Koreans are always on the lookout for ways to treat their bodies better and make more sustainable choices. Led by Korean Creative Director Haehyun Park, the Monks team developed a localised communication strategy with the new slogan "땅이 낳은 에그" (Egg born from the earth). We rolled out yolk-y gold print and social assets showcasing our product in mouth-watering breakfast muffins and sandwiches, captured in heroic poses to herald in a food revolution.

In tandem, we transformed the challenges of social distancing into a hyper-personalised experience at our plant-based pop-up restaurant, 'Pioneers Club'. We invited local plant-based pioneers to enjoy a private dinner in the heart of Seoul’s Yongsan district. Check it out below!