Beyond Meat Creative Brief

Creative Brief:
BEYOND MEAT EARTH DAY FOOD FESTIVAL

Project: A one-day plant-based meat food festival in Los Angeles presented by Beyond Meat to celebrate Earth Day.

Problem: Animal meat production is one of the leading contributors to climate change. Beyond Meat seeks to reduce environmental impacts and work towards a more sustainable future through its plant-based meat products. Beyond Meat wants to show that eating a sustainable diet is as delicious and as easy as eating beef, but more environmentally beneficial. 

Desired Outcome: The Earth Day activation aims to grow the plant-based meat movement globally by educating the public on the positive environmental impacts of sustainable and meatless diets while showcasing the deliciousness, versatility and simplicity of Beyond Meat products. The food festival will offer meatless dishes from Los Angeles restaurants and educational sessions from nutrition and environmental specialists to create and encourage meaningful conversations around the vital role we as individuals can play in preserving our planet through our dietary choices. 

Target Audiences:

  1. “Flexitarians”: men and women above the age of 20 who are open to reducing their meat consumption and exploring plant-based meat alternatives. These people likely have yet to commit to a plant-based meat diet due to their lack of awareness of the wide array of plant-based meat and food alternatives. The “flexitarians” will be more receptive to trying and learning about Beyond Meat products and its positive effect on the environment and their health. 
  2. “Health-Conscious Meat-Eaters”: men and women who are very invested in their health and wellness, but still eat meat. Since they are interested in bettering their health in different ways, they are willing to eat plant-based meat. This group is interested in exploring plant-based meat options as an alternative to meat to benefit their health.
  3. “Culinary Enthusiasts”: men and women interested in trying new cuisines and different types of food. These people appreciate and seek out innovative and delicious food options and restaurants. As foodies, this group will be intrigued to attend the food festival and learn more about plant-based meat, the versatility of Beyond Meat, and the environmental benefits.

Key Insight: Despite the conversation around climate change and examples of ways to get involved, there is always something more we can do on an individual level to help better our planet. There is an increasing desire for delicious, innovative and accessible plant-based meat alternatives as well as a growing need to inform the public about specific ways we can combat climate change. There is an educational gap regarding the detrimental environmental effects of meat production and consumption. Despite the increasing popularity and accessibility of plant-based meat, recommendations for climate change solutions rarely discuss how switching to a meatless diet can drastically reduce our carbon footprint. 

The Big Idea: This Earth Day, Beyond Meat is revolutionizing the way people consume plant-based meat through innovation, accessibility, deliciousness and sustainability. 

Support: 

The ad campaign to promote the Beyond Meat Earth Day Food Festival will begin in April 2024. Advertisements for the promotion will be placed on Beyond Meat’s social media platforms and in publications that are relevant to the target audiences as well as those that align with the event’s theme of sustainability and environmental consciousness. All ad elements will be consistent with Beyond Meat’s branding and incorporate the slogan: “Taste Beyond, Savor Sustainability.” The ad will run in print and digital publications such as:

  • The LA Times
    • Advertising Beyond Meat’s initiative for Earth Day in the LA Times will help drive attendance and awareness about the purpose and significance of the event.
  • The Beverly Hills Courier
    • Since the event is set to take place in the heart of Beverly Hills, advertising in a local news publications such as the Beverly Hills Courier will drive attendance and generate awareness around Beyond Meat.
  • Sustainability and Environmental Publications
    • Publications that focus on climate change and sustainable practices can further connect with our desired audience and increase visibility on Beyond Meat’s commitment to the environment.
  • Food Publications
    • Since the event is a food festival it is important to target food-lovers to help generate interest in the event and engage the audience in a way that will excite them.
  • Health and Wellness Publications
    • Catering advertisements towards the health-conscious will help reach our target audience while educating them on the importance of eating plant-based meat to better your health.

The goal of the ad promotion for the event is to raise awareness and drive attendance while also educating and engaging the public on Beyond Meat’s commitment to the environment in an innovative and delicious way. 

Beyond Meat will also utilize the participating restaurants to promote the event on their social pages as well as in the restaurants to engage community members and increase attendance.

Download beyond meat creative brief

Disclaimer: All content included on this page is for academic purposes and has no affiliation with the Beyond Meat brand.