In the landscape of plant-based meat, Beyond Meat, Inc. stands as a pioneering force, and their latest announcement ushers in the new year with a flavorful twist. The company has revealed a dynamic marketing campaign titled “Literally The Least You Can Do,” aimed at spotlighting their revolutionary product, Beyond Steak®. This campaign strategically coincides with the time when many individuals embark on, and sometimes diverge from, their New Year’s resolutions. The focal point? Making healthier choices, and Beyond Meat presents a compelling solution for at least one resolution that’s easily achievable.
As part of the campaign, Beyond Meat introduces its Beyond Steak®, a plant-based alternative that transcends expectations. Beyond Steak® has not only been crafted to delight the taste buds but also boasts impressive nutritional credentials. Certified as a heart-healthy food by the American Heart Association, it stands as a testament to Beyond Meat’s commitment to providing nutritious options for consumers. Moreover, Beyond Steak® has achieved the distinction of being the first plant-based meat product to meet the nutritional guidelines outlined by the American Diabetes Association® Better Choices for Life program.
The campaign features the talented actor and producer Rizwan Manji, renowned for his role as Ray Butani on the hit series Schitt’s Creek. Manji, who also played a pivotal role in Beyond Meat’s previous campaign “This Changes Everything,” lends his charm and relatability to the new initiative. Beyond Meat, known for its approachable yet informative marketing approach, aims to educate consumers on the benefits of its products through engaging content.
Crafted by the independent full-service creative agency Chemistry and directed by Rich Downie of production company Fox Den, the campaign is set to go live across various platforms, including TV, OLV (Online Video), Social, and Digital, starting the week of January 1st. The integrated approach ensures a widespread reach, allowing Beyond Meat to connect with a diverse audience.
The overarching theme of “Literally The Least You Can Do” not only suggests the simplicity of incorporating healthier choices into one’s lifestyle but also challenges the notion that making positive changes has to be a daunting task. Beyond Meat’s campaign encourages individuals to make a conscious effort to choose plant-based alternatives, emphasizing that these choices can be both convenient and enjoyable.
Published in the United States in January 2024, the campaign serves as a timely reminder for individuals to reevaluate their resolutions and consider making healthier choices, starting with what they put on their plates. The single media asset accompanying the campaign acts as a visual gateway into the world of Beyond Steak® – a product that promises not just a dietary shift but a flavorful and satisfying culinary experience.
In the competitive Food industry, Beyond Meat continues to redefine expectations, not only in terms of taste but also in nutritional excellence. “Literally The Least You Can Do” encapsulates the brand’s commitment to offering accessible, nutritious, and delicious plant-based alternatives. As consumers explore healthier choices in the new year, Beyond Meat beckons them to consider the revolutionary Beyond Steak® – because sometimes, the least you can do turns out to be the most delicious choice.
