New Campaign With Rizwan Manji and Chris Parnell Highlights the Nutritional Benefits of Plant-Based Meat and Features Heart-Healthy Certified Beyond Steak®
October 5, 2023 (El Segundo, CALIF.) – Beyond Meat, Inc. (NASDAQ: BYND), a leader in plant-based meat, announced today 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 lighthearted 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, emphasizes 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 emphasize 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 lighthearted 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, the #1 selling new plant-based meat product in retail, 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, which goes live the week of October 9, consists of both linear and CTV, OLV, radio, social media across Meta/TikTok, digital, and out-of-home.
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 0mg 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. As of June 2023, Beyond Meat branded products were available at approximately 190,000 retail and foodservice outlets in over 75 countries worldwide. Visit www.BeyondMeat.com and follow @BeyondMeat, #BeyondBurger and #GoBeyond 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 July 1, 2023 filed with the SEC on August 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.
Chemistry is an independent, full-service advertising agency with 160+ employees and offices in Atlanta, Pittsburgh, New York City, Miami, and Phoenix. The agency drives results by experimenting with everything and connecting culture, technology, and real-time insights for clients like Beyond Meat, Netflix, the NBA, and Five Guys. With a roster of Fortune 500 companies and emerging brands, Chemistry partners with clients that share the belief that diversity of people and perspectives create the most powerful outcomes. Chemistry has been named one of Ad Age's top ten A-List agencies and was a finalist for Campaign US' Independent Agency of the Year and Adweek's Midsize Agency of the Year.
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