So, They Came With Plant-Based Patties

Hey there 🖐

I know we all should agree when someone says a burger tastes good. The more one feels the taste of it, the more one wants to eat it. But have you ever wondered why many do not prefer eating burgers with patties inside? While there are several reasons, I found a few valid ones that might sound super basic.

- Patties are roasted flesh 🥓
- People want to become vegan 🌿
- People want to limit their meat intake 🙆‍♂️

And more. If you observe each situation closely, you might understand the problem is the same in each - meat. So, seeing this gap, Beyond Meat came up with plant-based burgers, targeting most segments.

Yet, a patty is a patty, and nothing can bring the beef-based patty taste to a patty 🤤 They said you do not notice the difference and indeed started touching people's lives. So, what did Beyond Meat do to reach a larger audience?

Product

Beyond Meat burgers is more than just a plant-based patty. It is a culinary innovation designed to change the traditional burger landscape. These burgers replicate real beef burger's sizzle, sear, and juicy satisfaction made entirely from plant-based ingredients.

• Ingredients: The magic lies in a unique mixture of plant-based proteins like pea protein, mung bean, and brown rice. Ingredients like beetroot juice give the texture of cooked flesh, while fats like coconut oil contribute to the satisfying consistency.

• Nutritional profile: Beyond Meat burgers generally boast lower fat and cholesterol content than traditional beef burgers. They can also be a good source of essential nutrients like iron and protein.

• Preparation: These burgers cook just like traditional beef burgers. You can grill, pan-fry, or even throw them on the barbecue for a smoky flavor.

Target Market

Beyond Meat doesn't limit itself to vegans and vegetarians. Their target audience is strategically broad, containing several demographics:

• Flexitarians (The Big Shift): This is the largest segment, accounting for roughly 35% of US consumers, according to a 2019 GlobeScan study. Flexitarians primarily eat meat but are increasingly interested in reducing their intake for various reasons. Beyond Meat offers them a delicious and familiar way to explore plant-based options.

• Health-Conscious Consumers (The Wellness Seekers): Making up 23% of US grocery shoppers according to Packaged Facts 2020 data, this group prioritizes healthy eating. Beyond Meat addresses them with lower fat and cholesterol content, potentially appealing to those seeking a more balanced diet.

• Environmentally Conscious Consumers (The Green Wave): With growing awareness of the environmental impact of meat production, an ever-expanding segment of consumers are seeking sustainable food options. Beyond Meat addresses this by highlighting the lower ecological footprint of their plant-based burgers.

Beyond Meat became a versatile and appealing option for a generation seeking healthy, sustainable, and delicious food options by understanding these diverse segments.

Positioning

Beyond Meat burgers don't just offer a plant-based alternative. They carve out a unique space in the market with a persuasive value proposition and strategic positioning.

Value Proposition

Here's what sets Beyond Meat burgers apart:

• Satiating taste & texture: They replicate the sizzling, juicy experience of a traditional beef burger, satisfying cravings without sacrificing flavor.

• Healthier choice: Beyond Meat is lower in fat and cholesterol than beef, addressing health-conscious consumers.

• Sustainable hero: Their plant-based origin boasts a significantly lower environmental impact than traditional meat production.

• Ethical appeal: Beyond Meat offers a cruelty-free alternative for those concerned about animal welfare.

• Convenience factor: These burgers cook like traditional options, fitting effortlessly into existing cooking routines.

This positioning strategy allows Beyond Meat to:

• Attract a broader audience: It attracts health-conscious consumers, environmentally-conscious individuals, and even those simply seeking a delicious burger option.

• Avoid the "Fake Meat" stigma: By focusing on taste and satisfaction, they move beyond the perception of plant-based alternatives being bland or inferior substitutes.

• Promote sustainability without sacrifice: The focus on taste ensures consumers understand they are not giving up anything in flavor to make a positive environmental impact.

Beyond Meat became a leader in the plant-based revolution, attracting a diverse audience, including consumers seeking delicious, sustainable, and guilt-free burger options by offering a convincing value proposition and a strategic market position.

Marketing Campaign

Beyond Meat's "Literally The Least You Can Do" campaign, launched in January 2024, cleverly targeted New Year's resolution season with a lighthearted nudge towards healthier eating habits.

Campaign Objective: Capitalize on the surge in health-conscious resolutions and establish Beyond Meat as the "easy button" option for incorporating plant-based alternatives into diets.

beyondmeat

View more on Instagram

Target Audience

• Resolution breakers: This campaign primarily targeted individuals who make New Year's resolutions to eat healthier but often struggle to maintain them.

• Flexitarians: It also aimed to attract the growing flexitarian segment interested in reducing meat consumption without eliminating it.

Campaign Strategy: Adopt humor and a sense of ease to make plant-based choices seem approachable and effortless.

Campaign Elements

• Playful slogan: "Literally The Least You Can Do" became the campaign's central theme, delivered with a wink and a nudge. It playfully suggests that choosing Beyond Meat burgers is a simple step towards a healthier you.

• Workout warriors in burger bliss: Campaign visuals showcased models clad in workout attire enjoying Beyond Meat burgers. This imagery combined the concept of fitness goals with the deliciousness of Beyond Meat products.

• Social media blitz: The campaign dominated Beyond Meat's social media channels (Instagram, Facebook, Twitter) with engaging content. This included:

  • Short video clips: Humorous videos featuring the "Literally The Least You Can Do" tagline and showcasing the ease of incorporating Beyond Meat into meals.

  • Recipe inspiration: Sharing quick and delicious recipes featuring Beyond Meat products, making plant-based choices even more convenient.

  • Influencer partnerships: Collaborating with fitness influencers who promoted Beyond Meat as a way to support health goals without sacrificing taste.

Campaign Amplification

• Public Relations: Beyond Meat leveraged press releases and media outreach to get the campaign featured in relevant news outlets and food blogs, further increasing its reach.

• Website Integration: The campaign landed prominently on Beyond Meat's website, with dedicated landing pages featuring recipes, product information, and a call to action to purchase Beyond Meat products.

Measuring Success

• Social Media Engagement: Tracking likes, comments, and shares on campaign posts to gauge audience reception of the humorous approach.

• Website Traffic: Monitoring website traffic, particularly those landing on product information pages, to assess potential sales impact.

• Brand Awareness Surveys: Conduct surveys before and after the campaign to measure any increase in brand awareness and positive brand association with healthy eating.

The "Literally The Least You Can Do" campaign effectively leveraged the New Year's resolution season to position Beyond Meat as a convenient and delicious option for health-conscious consumers.

While it's too early to know long-term results (launched January 2024), the campaign's playful approach and focus on ease can relate to a broad audience and contribute to Beyond Meat's continued growth.

Results

As the Beyond Meat "Literally The Least You Can Do" campaign is a relatively new initiative launched in January 2024, specific long-term results aren't yet available. However, we can discuss potential metrics to track its effectiveness in the coming months:

Social Media Engagement

• Target: Increase social media engagement (likes, comments, shares) by 20% compared to the previous quarter on Beyond Meat's social media channels.

• Outcome: Meeting or exceeding this target would indicate a positive audience bash to the campaign's humor and resonate with the "Literally The Least You Can Do" message.

Website Traffic

• Target: Increase website traffic by 15% compared to the previous quarter, with a specific focus on traffic originating from social media referrals and landing on Beyond Meat product information pages.

• Outcome: An increase in website traffic, particularly those looking at product details, suggests the campaign effectively boosted audience interest and drove potential customers towards purchase.

Brand Awareness Surveys

• Target: Achieve a 5% increase in brand awareness and a 10% increase in positive brand association with healthy eating habits among the target audience after the campaign period.

• Outcome: Surveying a representative sample before and after the campaign can reveal if the campaign successfully positioned Beyond Meat in the minds of consumers as a healthy and convenient option.

By monitoring these metrics and analyzing the data in the coming months, Beyond Meat can gain valuable insights into the "Literally The Least You Can Do" campaign. A successful campaign means increased brand awareness, a positive association with healthy eating, and a boost in sales for Beyond Meat products.

Conclusion

Beyond Meat burgers are a tasty, sustainable take on the classic burger, targeting health-conscious and eco-friendly consumers. Their social media campaigns like the playful "Literally The Least You Can Do," leverage influencers and humor to connect with a broad audience. By emphasizing taste, health, and sustainability, Beyond Meat positions itself as a leader in the plant-based movement.