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Beyond Meat launches ‘Taste You Can Believe In’ campaign

18th Jan 2024 - 05:00
Beyond Meat launches ‘Taste You Can Believe In’ campaign
Beyond Meat launched a new marketing campaign, ‘Taste You Can Believe In’, that aims to communicate Beyond Meat’s ‘delicious taste’, while championing planet benefits.

The playful campaign pokes fun at classic Veganuary misconceptions and promotes its Beyond Meat range as being ‘truly delicious’, questioning whether other plant-based products' ‘tasty’ claims are actually true. The campaign coincides the Veganuary campaign, where participants adopt a vegan diet for the month of January.

Several studies, including the World Health Organisation and Warwick University, show supporting the shift from animal-based to plant-based meat is growing, including that meat alternatives can help to lower your cholesterol and prevent heart disease.

Led by plant-based TikToker Luke Vernon, the food truck tour will offer free Beyond Burgers and challenge UK consumers on their perceptions of plant-based Beyond Meat. 

Ellie Stevens, brand manager at Beyond Meat, said: “With the ‘Taste You Can Believe In’ campaign, we are looking to educate consumers on the benefits of our products in a light-hearted, approachable but informative way.

“January is a key time for assessing our meat consumption, and we wanted to emphasise how our tasty Beyond Meat products allow everyone to continue eating what they love, but do so in a way that’s better for the planet - no sacrifice required.” 

Written by
Edward Waddell