Beyond Meat, Los Angeles-based producer of plant-based meat, just launched its first-ever TV commercial, starring Octavia Spencer with a cameo by NFLer Todd Gurley.
Many brands need to work hard on finding a social or environmental cause to support in a way that would feel natural to their brand’s values. But for the people of Beyond Meat, such connection is inherent to the product. It’s built-in.
What is somewhat surprising in this new growth initiative is that it doesn’t come from a POV of targeting vegetarians or vegans. Instead, they’re asking general consumers the simple question, “What if?”
The brand has taken a different marketing approach, and we thought it’s worth highlighting. There is no preaching or judging on why meat isn’t good for you and for the environment. They don’t talk about the harm in killing animals for food or show graphic and sensitive images.
Instead, in their new commercial, Beyond Meat wants to encourage you to simply take a moment to think about your health, energy and greenhouse gas emissions, and livestock impact on climate change. Then, to picture a world where we all go beyond.
“We’re asking a question to define what we stand for as we want this movement to include everyone, wherever they are on their journey,” Beyond Meat’s Chief Marketing Officer, Stuart Kronauge, explains.
The brand also plans to make healthier food, which tends to be more expensive, accessible to the masses. More specifically, to Black and Brown Americans where racial equality also goes through what you’re offered to eat.
“It means that we’re committed to working with others to solve systemic challenges around access to healthier food options,” Kronauge says, “while a bold vision to some, we see it already happening all around us.”
Using the power of an influential African-American celeb, Octavia Spencer, in its commercial, Beyond Meat establishes a stable view on the matter with a drive for change.
“I’ve started eating more plant-based meat, and Beyond Meat’s products taste so good, it made the transition a welcomed change. I can’t wait to share the experience I’ve had with more people and invite them to try going beyond, too,” said Spencer.
What if we all…..
— octavia spencer (@octaviaspencer) August 2, 2020
Another initiative Beyond Meat inked a partnership with is the Social Change Fund to fight racial inequality, an organization initiated by NBA stars Chris Paul, Dwyane Wade, and Carmelo Anthony.
The idea is to get fresh fruits and vegetables and healthier products in the grocery stores of minorities by introducing plant-based foods in all inner-city communities.
In recent months, the brand also launched the Feed a Million+ initiative, which focused on providing nutritious meals to health care professionals amid the pandemic.
This summer, Beyond Meat is working on several other ways to make its plant-based food more accessible to consumers. They’re already offering their signature patties in burger joints across the country and at KFC.
The company also plans to take on the e-commerce supermarket concept, partnering with retail giants like Alibaba and Target and Sam’s Club and BJ’s Wholesale.
In a recent collab with convenience store chain, Wawa, Beyond Meat brings the new plant-based Sizzli Breakfast Sandwich to the Mid-Atlantic that’ll be available in over 650 stores.
“We know that consumers are looking for more plant-based options, and we’re proud to partner with Beyond Meat, a leader in plant-based meat, to offer our customers more choice through the Wawa Your Way initiative,” said Mike Sherlock, Wawa’s Chief Product Marketing Officer.
As the COVID-19 pandemic continues, Beyond Meat’s share price has risen as much as 73% since May 2020.
It’s clear that Beyond Meat has gone above and beyond on their journey to feed a better future, getting that “what if?” closer to becoming a reality.
