Brand: Beyond Meat
Task: 2024 Earth Day Campaign
Campaign Name: Beyond Me — an Earth Day campaign centered around not just doing good for yourself, but doing good for our planet by choosing Beyond Meat plant-based meat-alternative products
Headline: Beyond Me
Tagline: Hashtag #BeyondMeatBeyondMe
- Headline/Tagline Brainstorm:
- Go Beyond
- Beyond You
- Beyond Earth
- Be You
- Be Me
- Go Beyond Earth
- Go Beyond You
- Beyond Yourself
- Beyond Our Planet
- Go Meatless This Earth Day
- Meatless Earth Day
- Earth Day and Beyond
- Beyond Earth Day
- Beyond Me (final campaign headline choice)
- #BeyondMeatBeyondMe (final campaign tagline/hashtag choice)
Target Audience:
- Older Gen Z: Young people with purchasing power — college students, recent college grads, and college-aged adults who are working full-time
- Millennials: Young professionals living and cooking on their own while working full-time
- Parents: Parents who cook for their children (of all ages) and who are looking for easy weeknight meals to make dinnertime stress-free
- SINKs (single income no kids) and DINKs (double income no kids): Childless adults with expendable income as they do not have dependents.
Where the ad will appear:
- The advertisements in this campaign will appear:
- On billboards in major cities across the U.S. (Los Angeles, New York, Chicago, Austin, Orlando, San Francisco, Denver, Philadelphia, etc.).
- On social media (Instagram, Facebook, Twitter, TikTok, YouTube)
- On television (Food Network, Travel Channel, HGTV)
- The campaign will also be advertised jointly with new influencer partnerships:
- Chefs Mei and Kyong of @two_plaid_aprons
- Dietitian Kylie Sakaida of @nutritionbykylie
- Vegan chef Jessica Hylton of @jessicainthekitchen
- Chef Tineke Younger of @tiniyounger and the YouTube series From Scratch with Tini
Campaign goal:
- Increase brand awareness
- Secure Beyond Meat as the #1 choice for plant-based meat alternatives in the U.S. by far
- More closely align Beyond Meat with environmentalism in audiences’ minds
Why the ad is necessary:
- Beyond Meat currently competes against other brands, like Impossible and Gardein, that will be rolling out their own Earth Day campaigns in 2024. So, it is imperative for Beyond Meat to launch a clever Earth Day campaign that is highly visible, memorable, and straightforward.
For sources, see Sources page in USC Annenberg M.A. Comp. Exam: Beyond Meat 2024 Earth Day Initiative dropdown menu.
***Disclaimer: The above creative brief as well as all of the Beyond Meat campaign materials found in this portfolio were created as part of MA program coursework at the University of Southern California and are not affiliated with the official Beyond Meat brand.***