Beyond Meat® Launches “Literally The Least You Can Do” Campaign
January 4, 2024
New Campaign Starring Rizwan Manji Leverages Humor To Offer Consumers An Easy and Delicious Way To Help Improve Their Health With Heart-Healthy Certified Beyond Steak®
January 4, 2024 (El Segundo, CALIF.) - 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.
About Beyond Meat:
Beyond Meat, Inc. (NASDAQ: BYND) is a leading plant-based meat company offering a portfolio of revolutionary plant-based meats made from simple ingredients without GMOs, no added hormones or antibiotics, and 0 mg of cholesterol per serving. Founded in 2009, Beyond Meat products are designed to have the same taste and texture as animal-based meat while being better for people and the planet. Beyond Meat’s brand promise, Eat What You Love®, represents a strong belief that there is a better way to feed our future and that the positive choices we all make, no matter how small, can have a great impact on our personal health and the health of our planet. By shifting from animal-based meat to plant-based protein, we can positively impact four growing global issues: human health, climate change, constraints on natural resources and animal welfare. Visit www.BeyondMeat.com and follow @BeyondMeat on Facebook, Instagram, Twitter and TikTok.
Beyond Meat Forward Looking Statements
Certain statements in this release constitute “forward-looking statements.” These statements are based on management’s current opinions, expectations, beliefs, plans, objectives, assumptions or projections regarding future events or future results. These forward-looking statements are only predictions, not historical fact, and involve certain risks and uncertainties, as well as assumptions. Actual results, levels of activity, performance, achievements and events could differ materially from those stated, anticipated or implied by such forward-looking statements. While Beyond Meat believes that its assumptions are reasonable, it is very difficult to predict the impact of known factors, and, of course, it is impossible to anticipate all factors that could affect actual results. There are many risks and uncertainties that could cause actual results to differ materially from forward-looking statements made herein including, most prominently, the risks discussed under the heading “Risk Factors” in Beyond Meat's Annual Report on Form 10-K for the year ended December 31, 2022 filed with the U.S. Securities and Exchange Commission (“SEC”) on March 1, 2023, and Beyond Meat’s Quarterly Report on Form 10-Q for the quarter ended September 30, 2023 filed with the SEC on November 9, 2023, as well as other factors described from time to time in Beyond Meat’s filings with the SEC. Such forward-looking statements are made only as of the date of this release. Beyond Meat undertakes no obligation to publicly update or revise any forward-looking statement because of new information, future events or otherwise, except as otherwise required by law. If Beyond Meat does update one or more forward-looking statements, no inference should be made that Beyond Meat will make additional updates with respect to those or other forward-looking statements.
¹SPINS MULO+NEC, Total PBM Items, YTD thru 12/3/23
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