This Changes Everything

Beyond Meat, Inc. (NASDAQ: BYND), a leader in plant-based meat, announced today the launch of a new marketing campaign, “This Changes Everything” for its award-winning product line including Beyond Steak®, the Beyond Burger® and the new Beyond Sausage®. The campaign leverages the winning combo of Beyond Meat’s great tasting products and strong nutritional credentials, including Beyond Steak being certified as a heart-healthy food by the American Heart Association, to reinforce the health benefits of Beyond Meat’s plant-based proteins in a memorable yet lighthearted way. Together with Beyond Meat’s recent “There’s Goodness Here” content, the new campaign is part of the brand’s larger marketing efforts to educate consumers on the benefits of its products.

The fully integrated campaign features actor and producer Rizwan Manji, best known for his portrayal of Ray Butani on Schitt's Creek, and is voiced over by actor and comedian Chris Parnell, a notable voice in Rick and Morty and Archer, and a former cast member of Saturday Night Live. The campaign, created by independent full-service creative agency Chemistry and directed by Rich Downie of production company Fox Den, emphasizes the excitement around meat that is both tasty and good for you.

The launch TV spot opens on what appears to be the end of a Beyond Meat commercial, only to reveal Rizwan Manji being pleasantly surprised to learn that steak can actually be good for him. He is so excited that he takes things way too far, proclaiming everything from Philly cheesesteaks to nachos and even doing his own stunts are all now good for him. The reveal shows that this better-for-you logic only applies to the brand’s plant-based meat products.