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Jul

How a Food Company with No Huevos is Shaking Things Up Online

Hampton Creek

You’ll find no About Us page on the Hampton Creek website. There’s no blog. No pop-up interrupts your visit insisting you share your email address.

Their home page doesn’t even have a headline. I’m not kidding.

home page

See?

The company sells food, but their home page doesn’t feature a single photo.

What does their home page offer? Just a few links. Just a manifesto. Just three product teasers: Just Mayo, Just Cookie Dough, and Just Cookies.

Just what?

Just balls. Not huevos—balls. Courage. Bravado. See, they make mayo, “Just Mayo,” without eggs. Zero cholesterol. Zero carbs.

They say eating well should be easy.

They say they’re leading a movement to fundamentally change the world.

They also say they’ve created the fastest-growing food company on earth.

And as for marketing… what say these forerunners of sustainable food?

They say, “Dear ______________. “ (Pictured above.) The fine print says, “Click here to explore our open letters in the New York Times.” When you do so, you’re served links to their minimalistic, but brash ads—nine letters written by CEO and founder Josh Tetrick.

Get to the point >>