Plant-based meat alternative Beyond Meat has launched a campaign humorously addressing Veganuary misconceptions and championing its new range.
‘Taste You Can Believe In’ playfully questions whether other plant-based products ‘tasty’ claims are actually true.
Showcased across out-of-home (OOH), social and digital, the billboard campaign depicts a photo of a branded burger with the message, “Take your Veganuary food and stick it”.
The poster is accompanied by the plant-based brand’s strapline, “Taste you can believe in”, and is supported by a nationwide Beyond Meat UK food truck tour.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Alongside the campaign, the brand is also releasing new supermarket deals, with the price of the Beyond Meat range slashed throughout Veganuary.
It comes as the brand launches new branded plant-based dishes at casual dining chains Wetherspoon, Honest Burger and Pizza Hut.
Beyond Meat UK brand manager Ellie Stevens said: “With the ‘Taste You Can Believe In’ campaign, we are looking to educate consumers on the benefits of our products in a light-hearted, approachable but informative way.
“January is a key time for assessing our meat consumption, and we wanted to emphasise how our tasty Beyond Meat products allow everyone to continue eating what they love, but do so in a way that’s better for the planet – no sacrifice required.”
Last year, Beyond Meat slashed a fifth of its non-production workforce as demand slowed for plant-based meat products.
