Beyond Meat, Inc. (NASDAQ: BYND), a leader in plant-based meat, announced today the launch of a new marketing campaign, “Literally The Least You Can Do” for its revolutionary product, Beyond Steak®. The campaign comes just in time as people make and then inevitably break their New Year’s resolutions. Luckily, at least one of many people’s New Year’s resolutions, eating healthier, is easily doable with Beyond Meat’s products. Beyond Meat’s great-tasting, plant-based meat products offer strong nutritional credentials, including Beyond Steak, which is certified as a heart-healthy food by the American Heart Association. Beyond Steak also just became the first plant-based meat product to meet the nutritional guidelines from the American Diabetes Association® Better Choices for Life program.
The new fully integrated campaign features actor and producer Rizwan Manji, who is best known for his portrayal of Ray Butani on Schitt’s Creek. Manji, also starred in Beyond Meat’s recent “This Changes Everything” campaign, which along with the brand’s “There’s Goodness Here” content, is part of Beyond Meat’s larger marketing efforts to educate consumers on the benefits of its products in an approachable but informative way.
“January is a time of making and then often breaking resolutions, with health-related resolutions typically at the top of the list. We wanted to emphasize Beyond Steak’s heart-healthy credentials by showing consumers in a light-hearted way that there is one New Year’s resolution – eating healthy – that is both easy and delicious with our products,” said Akerho “AK” Oghoghomeh, Senior Vice President of Brand Marketing at Beyond Meat. “We are excited and proud to soon be introducing even more products that can enable consumers to continue eating the things they love but do so in a way that’s better for their health and the health of our planet.”
Beyond Meat’s portfolio of products are made with simple plant-based ingredients with no cholesterol, GMOs, or added antibiotics and hormones, and are designed to deliver the delicious taste and texture of animal-based meat while providing the added nutritional and environmental benefits of plant-based meat. Beyond Steak, the #1 selling new plant-based meat product in retail¹, offers 21g of protein per serving and is low in saturated fat with just 1g per serving – nutritionals that make it a certified heart-healthy steak product.
The campaign was created by independent full-service creative agency Chemistry and directed by Rich Downie of production company Fox Den. Both Chemistry and Fox Den created “This Changes Everything” as well. The integrated campaign goes live the week of January 1st across TV, OLV, Social and Digital.
