Opportunity:

The plant-based food landscape was rapidly growing more crowded with “healthier” meat alternatives and our consumer isn’t educated enough to distinguish between offerings. The meat industry is pushing back on plant-based meats, contributing to category confusion. Beyond meat needed to clearly define the brand, educate why feeding a better future matters, demonstrate how Beyond Meat is different/better and inspire people to join the movement.

Action:

Created the "Go Beyond" campaign to not only lead the plant-based meat industry, but to transcend it as an essential and loved brand in pop culture. We created the following brand drivers:

  • Lead with an ambassador-led movement

  • Establish a connected digital ecosystem

  • Enable accessible shopping experiences through restaurant partners as well as grocery stores.

  • Create authentic local experiences

  • Launch and drip tasty new food innovation relentlessly

  • Amplify the story through a cadence of original elevated moments

Result:

First-ever cross-functional national brand campaign - "What if we all go beyond"

Beyond Meat