#GoBeyond • A Social Strategy to Sink Your Teeth Into

Founded in 2009 and launching their first product (Chicken-Free Strips) in 2012, Beyond Meat is one of the true pioneering players in the plant-based food category. While its B2B strategy was taking them exactly where they wanted to be, there hadn’t been a defined B2C approach until July 2020, when Beyond Meat partnered with us to launch a social-first, end-to-end campaign that would carry the brand well beyond the shifting values, attitudes and appetites of consumers and onto dinner plates around the world.

Based on Beyond Meat’s mission to make small changes that lead to greater impact, we asked on Twitter: “What if we all…?” and invited people to fill in the question with their own ambition for a better world. Within hours of posting, influencers amplified the message to inspire millions of others on the platform. The response was overwhelming and would go on to fuel our strategy from end to end, including 55 pieces of flavorful fit-for-format content and a purposeful TV spot that pushed the brand forward from a campaign to a movement.

After launch, we wanted to continue the conversation and ensure Beyond Meat remained at the top of shopping lists, taking the form of real-time community management. During the Super Bowl – arguably the biggest day in advertising – we reacted to the crave-inducing food commercials on everyone's big screen with a series of recipes featuring those same products in real time. We knew that one of the most common requests the brand receives on Twitter is for recipes people can try with the product, making the opportunity to deliver savory stories and tweets too delicious to pass up.