To conclude my graduate studies at USC Annenberg, I was tasked to complete a cumulative Comprehensive Exam that would test my knowledge of completed coursework over the past 1.5 years. This included evaluating my ability to research and create a professional body of work for an established brand provided by USC Annenberg on a strict 3-week deadline.

About the Case:
Out of the 5 assigned cases, I chose to complete my Comprehensive Exam on the company Beyond Meat. I was instructed to focus the campaign around the company’s environmental messaging and create a fabricated 2024 Earth Day initiative that would appeal to Beyond Meat’s target audience.

Below are 5 original PR materials to support Beyond Meat’s 2024 Earth Day initiative:

PRESS RELEASE

CREATIVE BRIEF

SWOT ANALYSIS

INFOGRAPHIC

CORPORATE MEDIA ANALYSIS

SOURCES

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