Beyond Meat, Inc. (NASDAQ: BYND), a leader in plant-based meat, has announced the launch of a new marketing campaign, ‘Taste You Can Believe In’ that aims to communicate Beyond Meat’s delicious taste, while championing planet benefits.
The playful campaign pokes fun at classic Veganuary misconceptions and promotes its Beyond Meat range as being truly delicious, questioning whether other plant-based products’ ‘tasty’ claims are actually true.
The campaign coincides with the time of year where people make the decision to eat less meat as part of the Veganuary campaign.
Several studies and new findings published in the past few weeks, including the World Health Organisation and Warwick University show the evidence supporting the shift from animal-based to plant-based meat is growing, including that meat alternatives can help to lower your cholesterol and prevent heart disease.
A recent third-party reviewed environmental Life Cycle Assessment (LCA) study conducted by Blonk Consultants, a leading international expert in food system sustainability, compared the environmental impact of Beyond Burger 3.0. with an 80/20 ¼ lb. U.S. beef patty. The results showed the Beyond Burger 3.0 patty generates 90% less greenhouse gas emissions; requires 37% less non-renewable energy; requires 97% less land; and requires 97% less water consumption.
The new fully integrated campaign, developed by Adjust Your Set / OLIVER goes live from 11th January across Meta, Tik Tok and digital out of home media. The experiential campaign will see a nationwide Beyond Meat UK food truck tour. Led by plant-based TikTok comedy star Luke Vernon, the tour will offer free Beyond Burgers and challenge UK consumers on their perceptions of plant-based Beyond Meat.
Luke Vernon said: “I can’t wait to get on tour and offer free, insanely meaty, plant-based Beyond Burgers so people can experience for themselves that Beyond Meat truly is ‘Taste you can believe in. So juicy and crispy – their burgers are truly un-burger-lievable!”
A PR campaign featuring new food service items and Beyond Meat recipes will also support.
Beyond Meat UK brand manager Ellie Stevens said: “With the ‘Taste You Can Believe In’ campaign, we are looking to educate consumers on the benefits of our products in a light-hearted, approachable but informative way. January is a key time for assessing our meat consumption, and we wanted to emphasise how our tasty Beyond Meat products allow everyone to continue eating what they love, but do so in a way that’s better for the planet – no sacrifice required.”
This month, Beyond Meat rolled out even more dishes in UK food service to meet consumers’ desires for plant-based casual dining favourites:
NEW Beyond BBQ Stack Meal at Wetherspoon
Being plant-based doesn’t mean you have to miss out on all the meaty taste of a burger. This Veganuary (1-31 Jan) Wetherspoon have launched their very own Beyond BBQ stack meal. The burger build consists of the iconic and award-winning Beyond Burger, BBQ sauce, onion rings, iceberg lettuce, red onion and tomato and comes in a plant-based brioche bun. Served with chips and a drink – at only £7.50 (soft drink) and £8.97 (alcoholic drink) you’ll be hard pushed to find a more delicious lunch or dinner for under a tenner.
*Not available for dine-in. Terms and Conditions Apply. Participating Stores Only. See Online for more details.
NEW Bacon Plant at Honest Burger
In time for Veganuary, Beyond Meat are launching this Bacon Plant Vegan Burger at Honest Burgers nationwide. Beyond Meat burger, La Vie plant-based bacon, Applewood Vegan cheese, Tubby Tom’s Bacon Dust shoestring fries, Ve chipotle mayo, rocket and pickles. £15.50, including a side.
NEW Beyond Pepperoni at Pizza Hut restaurants
Beyond Meat and Pizza Hut have create a delicious new Beyond Pepperoni® range at nationwide restaurants both for dine in and delivery. We recommend trying the Big New Yorker – Pizza Hut’s biggest-ever pizza. Topped with crispy plant-based Beyond Pepperoni and oozing cheese, this 16” masterpiece is cut into six extra-large foldable slices. The Beyond Meat really delivers the same taste, texture and flavour profile as traditional pepperoni. Just be sure to ask for plant-based cheese at no extra cost.
NEW Beyond Meat Supermarket Deals
Make your own! The Beyond Meat range are all down to £3 throughout Veganuary including the Beyond Burger, Beyond Sausage, Beyond Meatball, Beyond Mince, Beyond Chicken Burger and Beyond Chicken Tender – £3 down from £5. See Tesco, Sainsbury’s, Waitrose, Ocado & Morrisons for details.
