Beyond Meat
Sector: Food Company | Brand Reach: USA | Service : Brand strategy
Beyond Meat, approached us with the goal of increasing brand awareness and expanding their customer base by appealing to a wider audience, including meat-eaters and flexitarians/omnivores, through their plant-based protein products.
Key Insight: People's misconception and attitudes towards Beyond Meat. Meat eaters and health conscious eaters believe they will be hungry after eating vegetables and also wont get the required protein. It’s inconvenient and not worth the effort.
How to make Meat Lovers and Flexitarians shift to Beyond Meat?
Big Idea
Let’s show meat eaters and health conscious flexitarians that Beyond Meat is a versatile and sustainable protein source by positioning it at the hands of traditional meat eaters in an organic way.
Mood Board
Traditional Execution
#Eatbeyond Campaign: Showing naturally carnivorous animals picking a meat alternative when presented with a good replacement.
So when they can shift to a healthier option to save the environment then why can't we?
Digital Execution
#10daynomeat Challenge : On June 5th, the 10 Day Challenge begins! The brand will invite audiences to participate in a meat-free initiative by posting photos of meals they prepare within the 10 days using Beyond Meat as a key ingredient.
During the 10-day challenge, Beyond Meat’s partner restaurants will offer a discount on Beyond Meat menu items. These restaurants will promote the challenge on their respective social media accounts.
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Summer Social Media Celebrity vs. Chefs Showdown :
Every Sunday of Summer, Instagram Live showdown will put current spokespeople against celebrity chefs making Beyond meat dishes.
For higher engagement and reach, IG Live viewers will be invited to vote for their favorite recipe and chef!
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