Beyond Meat and Chemistry Launch 'This Changes Everything' Campaign
Beyond Meat, Inc., a leader in plant-based meat, announced the launch of a new marketing campaign, 'This Changes Everything' for its award-winning product line including Beyond Steak, the Beyond Burger and the new Beyond Sausage. The campaign leverages the winning combo of Beyond Meat’s great tasting products and strong nutritional credentials, including Beyond Steak being certified as a heart-healthy food by the American Heart Association, to reinforce the health benefits of Beyond Meat’s plant-based proteins in a memorable yet light hearted way. Together with Beyond Meat’s recent 'There’s Goodness Here' content, the new campaign is part of the brand’s larger marketing efforts to educate consumers on the benefits of its products.
The fully integrated campaign features actor and producer Rizwan Manji, best known for his portrayal of Ray Butani on Schitt's Creek, and is voiced over by actor and comedian Chris Parnell, a notable voice in Rick and Morty and Archer, and a former cast member of Saturday Night Live. The campaign, created by independent full-service creative agency Chemistry and directed by Rich Downie of production company Fox Den, emphasises the excitement around meat that is both tasty and good for you.
The launch TV spot opens on what appears to be the end of a Beyond Meat commercial, only to reveal Rizwan Manji being pleasantly surprised to learn that steak can actually be good for him. He is so excited that he takes things way too far, proclaiming everything from Philly cheesesteaks to nachos and even doing his own stunts are all now good for him. The reveal shows that this better-for-you logic only applies to the brand’s plant-based meat products.
“We know that health is a top driver to the plant-based meat category so we wanted to emphasise our products’ key nutritional benefits, including Beyond Steak’s heart-healthy credentials, while still communicating their great taste to elevate these products for consumers who are looking for plant-based meat options that not only taste incredible, but are better for them and their families,” said Akerho 'AK' Oghoghomeh, senior vice president of brand marketing at Beyond Meat. “We were fortunate to have collaborated with incredible filmmakers and great talent to bring this campaign to life in a light hearted way that we hope will inspire consumers to rethink the meat they eat."
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. The new Beyond Sausage boasts an excellent source of protein with 40% less saturated fat than a leading brand of pork sausage while Beyond Steak, offers 21g of protein per serving and is low in saturated fat with just 1g per serving – nutritional's that make it a certified heart-healthy steak product.
The campaign consists of both linear and CTV, OLV, radio, social media across Meta/TikTok, digital, and out-of-home.
