As an anti-drag law goes into effect in Tennessee this weekend, plant-based brand Just Egg is partnering with a Memphis nightclub and restaurant to raise money for LGBTQ+ groups.
In a media advisory from the company, Just Egg senior leadership announced its support of the Atomic Rose’s popular drag brunch, with this Sunday’s event featuring free plant-based breakfast sandwiches.
The Silicon Valley-based company is spearheading a donation drive, with proceeds going to the Human Rights Campaign and the Tennessee Equality Project. The brand will also match customer tips given to drag performers during the weekend show.
Calling the new law “a thinly veiled attempt to divide people and communities,” executives at Just Egg say this is the first in a series of brand-backed events that will take place in Tennessee and elsewhere.
“We usually stay out of politics, but when you mess with brunch, you mess with us,” Tom Rossmeissl, head of global marketing for Just Egg, said in a statement. “Our brand is committed to building a more just, inclusive world. And we know this wave of anti-LGBTQ legislation is doing the opposite. We want to help, and we’re pretty damn good at brunching, especially for a good cause.”
Lending its voice
While it may be apolitical, the brand does have a history of speaking out on hot-button issues, adding its cheeky voice to ongoing national conversations.
Last year during Earth Month, Just Egg trolled lawmakers—by name—for failing to protect the environment. The pull-no-punches campaign, which was nonpartisan in its targets, doled out free food and publicly shamed U.S. elected officials like Ted Cruz, Tom Cotton and Andy Biggs.
The company’s leadership felt compelled to speak out on Tennessee’s new law because “it is part of a wave of anti-LGBTQ legislation that is sweeping states right now,” per the brand’s statement. At last count, similar laws are under consideration in 14 U.S. states, including Kentucky, Oklahoma and Arizona.
Just Egg’s move comes as artists, activists and ad pros are also addressing the issue. Kentucky-based independent agency Cornett recently launched “Work is a drag” to show its inclusivity and allyship.
Just Egg is promoting the weekend event on its social media channels under the heading “Brunch is for everyone.” Its corporate website has details on the two nonprofit organizations, with links for consumers to get involved and donate cash.
Bella DuBalle, show director and host at the Atomic Rose, said Just Egg is “courageously partnering” with the well-known local hotspot as “this bigoted legislation takes effect.”
“This law sends a clear and concise message to queer Tennesseans that we are not valued here—its chilling effects should outrage every American who believes in free speech,” DuBalle said in a statement. “We need more allies to stand beside us and amplify our response—that we will not allow our liberties to be violated or stripped away.”
