BEYOND MEAT: #GOBEYONDGTM & Social Strategy
A social-first campaign pushing beyond limits. Founded in 2009 and launching their first product (Chicken-Free Strips) in 2012, Beyond Meat is one of the true pioneering players in the plant-based food category. While its B2B strategy was taking them exactly where they wanted to be, there hadn’t been a defined B2C approach until July 2020.
Together with media.monks I launched a social-first, end-to-end content strategy that would carry the brand well beyond the shifting values, attitudes and appetites of consumers and onto dinner plates around Germany, the UK and the Netherlands.