ADVERTISING

Beyond Meat

This Changes Everything

Agency: Chemistry

Description

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.

This professional campaign titled 'This Changes Everything' was published in United States in October, 2023. It was created for the brand: Beyond Meat, by ad agency: Chemistry. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 6 months ago.

Credits

BEYOND MEAT
AK (Akerho) Oghoghomeh - SVP, Brand Marketing
Carla Malin - VP, Marketing
Danielle Armbrust - Director, Global Brand Marketing
Somany Koeung - Sr. Design Director
Zori Bennett - Manager, Social Media Marketing
Kyle Robiskie - Director, Talent Partnerships
Sarah Catallo - Associate Brand Manager
Emily Harlan - Director, Integrated Marketing & Media
Samantha Levy - Sr. Project Manager

CHEMISTRY & TESTTUBE
Tim Smith - Partner, President
Courtney Saul - EVP, Partnerships & Experiments
Ana Echeverry - Account Supervisor

Lauren Interrante - Group Director, Project Management
Gracie Bell - Project Manager

Alexa McGriff - Group Strategy Director
Sydney Morgan - Brand Strategist

Renee Royal - VP, Head of Production
Matt Joyner - Freelance Producer (EP Hone Production)
Alexandria Fuller - Senior Producer
O’Shay Foreman - Producer

Lizzy Powers - Associate Creative Director, Art Director
Dan Lemaux - Associate Creative Director, Writer
Wes Whitener - Freelance Creative Director
Mike Groenewald - EVP, Executive Creative Director
Will Benham - EVP, Executive Creative Director
Chris Breen - Partner, Chief Creative Officer

Alex Andersen - Visual Content Creator @TestTube
India Nabarro - Senior Content Art Director @TestTube
Kashish Ali - Producer / Senior Project Manager @TestTube

Misha Mazor - Freelance Editor
John Shafto - Freelance VFX/Color

FOX DEN
Rich Downie - Director
James Toth - Executive Producer
Roberto Rodriguez - Producer

Sanlam Nigeria
Amazon Prime

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