Plant Based Field Roast Pleads for 'No Beef' Ahead of Super Bowl

The world has always witnessed its fair share of beef. From famous rivalries like Mozart and Salieri to infamous feuds like the Montagues and Capulets, beef has always been a staple of pop culture. But in modern times, it feels like there’s more beef than ever before. Whether it’s rappers dropping diss tracks or TV celebrities throwing drinks at each other. Field Roast wanted to know, what if there was a way to bring the world together, and stop all the beefing?

As a brand that proudly makes delicious plant-based meat alternatives, Field Roast has long championed life without beef. Now they’re taking things one step further. Introducing: 'NO BEEF,' a campaign aimed at highlighting the benefits of going beef-free, on your plate, but more importantly, in your life.

The campaign launched in partnership with creative agency No Fixed Address, challenges all those at odds to stop beefing and come together over a delicious plate of beef-free Field Roast sausages instead.

To kick things off, Field Roast tapped into the massive trend of music industry beefs, inspired by the explosive rivalry between Kendrick Lamar and Drake. The campaign uses targeted Spotify ads about music beefs, which play on playlists featuring artists known for their feuds. It also features the voice of legendary podcaster and music historian Alan Cross, host of the popular show Ongoing History of New Music, which often explores famous feuds between musicians.

These spots imagine a world where notorious breakups never happened between iconic musical brothers, chart topping rappers, and a certain fabulous group of four British bandmates.

The campaign further urges people to 'squash the beef,' everywhere, even personal beef. Getting people to tag Field Roast wherever they see beef by offering free plant-based products as a reward for participation.

Jamie Marcovitch, executive creative director at No Fixed Address says, “We wanted to give Field Roast a powerful role in culture by helping the brand become the face of avoiding beef IRL. We asked ourselves, what if to avoid beef all you really needed was no beef sausages. Then it kind of snowballed from there.”

D’Arcy Finley, vice president of brands at Maple Leaf Foods & Field Roast says, “What I love about NO BEEF is how it goes beyond food. It taps into pop culture and the idea of resolving conflict in a fresh, fun way. It’s rare to find a concept that’s not only relevant, but also makes people think about how they engage with the world.”