Creative Brief
Background Information
Founded in 2009, Beyond Meat is a company in the food industry, championing the charge towards plant-based meat alternatives. Their innovative approach to food technology has resulted in a range of products that mimic the taste and texture of animal meat, using only plant-based ingredients. With a commitment to improving human health, reducing environmental impact, and advocating for animal welfare, Beyond Meat has become a household name for consumers seeking nutritious and sustainable protein options. Their popular offerings, including the Beyond Burger and Beyond Sausage, have paved the way for a new era of conscious eating, available in thousands of retail outlets and restaurants worldwide. Beyond Meat continues to expand its reach, inspiring a global movement towards a plant-based future.
The Problem
Beyond Meat is grappling with a public perception issue concerning the healthfulness of its products and an economic challenge due to a downturn in consumer demand, resulting in disappointing sales figures and a need for internal cost-cutting measures.
The Big Picture
Beyond Meat has always been more than just a plant-based meat company; it’s a brand that stands for a sustainable and healthier future. As innovative technologies emerge that can further this mission, it’s vital to communicate our involvement and dedication. The “Beyond Green” Earth Day initiative not only bolsters our brand’s eco-friendly image but directly contributes to a potential environmental game-changer. By showcasing our commitment to this cause, we can drive both sales and positive brand sentiment, demonstrating that we’re putting our profits where our promise is.
Target Audience
- Environmentally and health-conscious consumers aged 18-45.
- Existing Beyond Meat customers and potential new customers interested in sustainable products and practices.
- Individuals keen on supporting companies that reinvest in environmental initiatives.
- Scientists, researchers, and sustainability advocates who recognize the potential of artificial leaves technology.
Objectives
- Increase Awareness: Inform the audience about Beyond Meat’s commitment to advancing sustainable technologies, particularly artificial leaves.
- Improve Image: Reinforce Beyond Meat’s position as not just a food company, but a forward-thinking brand investing in the planet’s future.
- Sell Product: Drive product sales by leveraging the “Beyond Green” initiative, reminding customers that each purchase not only contributes to their health, but to a greener future.
Messaging/Tone
The tone will be inspiring, hopeful, and empowering, aiming to motivate action and highlight the positive impact of plant-based choices.
The taglines for Beyond Meat’s Earth Day campaign will emphasize environmental protection, sustainability, and conscious consumption:
- “Go Beyond Green”
- “Bite into the future”
- “Every bite supports innovation for our planet”
Deliverables
OOH (Out of Home):
- Billboards and bus stop stations in front of areas with farmers markets, supermarkets and health food stores.
- University campuses since young adults are often more open to plant-based diets and sustainable living.
- Near restaurants that serve Beyond Meat (Denny’s, TGI Fridays, Epic Burger, Veggie Grill)
- Highways leading to Suburban areas
Online:
- Social media platforms (Facebook, Instagram, Twitter, TikTok and LinkedIn)
- Display ads on relevant websites (sustainability blogs, news outlets)
- Email newsletters.
Print Media: Magazines and newspapers focused on environment, health, and lifestyle.
Timeline
Campaign Creation
Finalize campaign’s key messages and visual elements. Reach out to environmental organizations, plan and buy any required ad space and schedule posts.
Soft Launch
Send press releases to media outlets and activate partnerships
Awareness Phase
Increase the frequency of social media posts with educational content, fun visuals and campaign hashtags. Announce and promote planned events and volunteer opportunities.
Activation Phase
Launch Earth Day-specific promotions. Host Earth Day events, both virtual and in-person.
Engagement
Share stories and content that showcases the impact of the Earth Day Initiative. Continue to release content that highlights the successes of the campaign. Encourage a continued commitment to sustainability from the community.