NEW LEAF AGENCY IS

GOING

YCNEGA GNISITREVDA FAEL WEN YB DETAERC

BEYOND
PRESENTING A CAMPAIGN
FOR ADVERTISING SUCCESS
C CREATIVE STRATEGY

o
TURNING A NEW LEAF CAMPAIGN AUDIENCES
Utilizing Audience Segmentation
CREATIVE OBJECTIVES
THE RECIPE FOR SUCCESS
n
Campaign Tone
Big, Unifying Ideas
Creative Tactics
RESEARCH

t CONSUMER RESEARCH
A New Leaf Consumer Study
What makes people buy?
MEDIA PLAN
CAMPAIGN MEDIA

e
BEYOND CAMPAIGN MEDIA CALENDAR
MARKET RESEARCH
Food & Beverage Industry Analysis
Plant-Based Product Trends CREATIVE CONCEPTS

n MARKETING STRATEGY
SAMPLE ADVERTISEMENTS
PROMOTIONS IN ACTION

t
THE RACE FRAMEWORK
THE BEYOND BRAND CAMPAIGN EVALUATION
Brand Positioning & Message CAMPAIGN PRICING

s
BEYOND'S AUDIENCES METRICS FOR SUCCESS
Understanding Audience Segmentation CAMPAIGN SUMMARY
TURNING A
Our Mission NEW LEAF
At New Leaf Advertising Agency, we prioritize
marketing for sustainable brands that consumers innovative strategies
can trust. New Leaf canvasses clients that fit our
agency's values; we pride ourselves in our agency's & creative campaigns
values, related to healthy, environmentally friendly
products and companies. We research our client's
brand opportunities, target specific audiences, and
can CHANGE t h e world
build sales opportunities to benefit sustainable
companies. Our campaign strategies and creative We acknowledge our responsibility to do
elements are second to none, so that we can work our best to make the world a better place.
together to make this world a better place. New Leaf is happy to announce the success
of our 2020 campaign with Beyond Meat,
increasing plant-based product sales and
boosting awareness and support for the
brand.
The Recipe
for Success
GOAL: 34% INCREASE IN Build Brand Awareness & Consumer Support

BEYOND MEAT NET SALES Brand Loyalty Results in Buyer Repetition

Beyond Meat Takes the Lead in the

Plant-Based Meat Market

INCREASED BRAND AWARENESS

INCREASED BRAND LOYALTY
INCREASED CONSUMER ENGAGEMENT
INCREASED NET SALES BY 34%, REACHING
THE BEYOND CAMPAIGN $7.4 MILLION IN TOTAL
THROUGHOUT THE YEAR
RESEARCH
Consumer Research
A New Leaf Consumer Study
What makes consumers buy?

Market Research
Food & Beverage Industry Analysis
Plant-Based Product Trends
 Consumer Research
A New Leaf Consumer Study
Surveying Consumers' Buying Habits
The Survey:
With a sample size of 47
participants, New Leaf's
Research Team collected
the following key points:
Purchasing Type:
A majority of survey
responses identified with
making spontaneous
purchases, rather than
routine purchases.
Price:
Affordability may be an issue
for consumers interested in
Beyond products.
Diet:
Participants fell into a
range of dietary identities,
but a majority of
responses showed interest
in maintaining a healthy,
balanced diet.
C
o
n
s
u
m What makes people buy?
e Persuasive, Educational Advertising Opportunities:
r
R
e
s
e Focus on information Create opportunities Utilize consumer
a about the individual for price reduction interest in climate
r health benefits of a and product change, sustainability,
c plant-based diet. accessibility. supply chains and
product-resource use.
h
Market Food & Beverage
Research Industry Analysis
Plant-Based Growth
is Off The Charts
Though growth can be deceiving, as Plant-Based
animal-based products have a long,
established presence in consumer diets. Animal-Based
However, the high rates of growth in
comparison show that consumers are
beginning to transition to more plant-
based dietary choices, like Beyond Meat.

Competition in the industry is increasing

as the plant-based foods category
accounted for $5 billion in 2020, with
plant-based meats raking in $939
million in sales.
 Plant-Based
Market Research Product Trends
Using the Healthiest Ingredients
Unlike other plant-based meat alternatives, Beyond
uses non-GMO, vegan, gluten-free and soy-free
ingredients for the healthiest plant-based
alternatives.

Fresh, Not Frozen

Sales growth of refrigerated plant-based meat
alternatives is growing much higher than frozen
products in the category. Beyond offers fresh and
frozen options, increasing the brand's sales
advantages.

The Famous Beyond Burger

Burgers are the highest trending plant-based meat
alternatives. The top-selling Beyond product is the
Beyond Burger, giving the brand another advantage.
MARKETING STRATEGY
The RACE
Framework
Going Beyond the
Marketing Goals
To reach our campaign goals of
increased product sales, brand
awareness and loyalty, New Leaf
uses a simple framework to
activate consumer support for
the Beyond brand.
REACH
In order to increase brand
awareness, the campaign must
effectively reach new consumers
through targeted advertisements,
promotions, and search engine
optimizations.
CONVERT
Achieving sales is necessary for
campaign success. After reaching
and interacting with the
consumer, increasing sales of
Beyond products is the ultimate
goal.
ACT
The goal of this stage is to
increase buyer interaction with
the Beyond brand. This stage
ranges from identifying restaurant
partnerships to increasing
consumer support.
ENGAGE
Word of mouth advertising is
important to build Beyond's
brand reputation among new
consumers. Consumer
testimonials should result in this
phase, reaching new consumers
and and building brand support.
M
A
R The Future
K
E
of Protein
T
BRAND Building the Brand
I
N There are so many different Beyond products and
recipes to increase brand awareness among new
G consumers and boost brand loyalty with
consumers who frequent plant-based meat
alternatives.
S
T POSITIONING Changing the Narrative:
R Plant-Based Diets
A
Beyond Meat is a US brand creating plant-
T powered meat alternatives for consumers who
E care about their health, the environment, and just
want to enjoy good tasting protein with a positive
G impact.
Y
 MARKETING
STRATEGY Beyond's Audiences
Understanding Audience
Segmentation
There is a stigma surrounding
plant-based meat alternatives,
related to liberal ideologies and
negative product connotation.

In order to increase brand Primary Audience Secondary Audience

awareness, Beyond must connect
with current plant-based
consumers and consumers who
are willing to try something new.
Advertisements and promotions
with a broad reach should be
presented in neutral ways,
focusing on product novelty,
quality, taste, and health benefits.
The Caring Type
18-30 years old
Individuals with nurturing,
caring characteristics
Interests in health,
environmental benefits, &
sustainability
Consumer habits emphasize
ethical purchasing, product
impacts on health, and quality
of life
The Logical Type
18-30 years old
Individuals with masculine
traits who are independent,
goal-oriented, and logical
Interests in work, family and
friends
Enjoys the outdoors
Consumer habits focus on
product prices & quality
 CREATIVE STRATEGY
R Y AUDI
M A E NC Focus on
R I enjoying the Focus on
P Focus on E
environment health benefits
animal welfare
& outdoors
Focus on product quality
Focus on social and
environmental stewardship Focus on product novelty;
Focus on impacts of climate trying something new
Focus on
change & plant-based product
benefits Change the narrative around
quality
plant-based products; focus
Focus on high quality, fresh on masculine ads
ingredients for health
benefits Utilize partnerships
Focus on
with well-known
Focus on access enjoying
E restaurants

E
to plant-based time with C C
family & O E N
food options ND D I
friends A RY AU

Utilizing Audience Segmentation

Creative Objectives
Campaign Tone Creative Creative Tactics
In order to be most effective Strategy Beyond Meat uses animals as brand
across a segmented audience, the Focus mascots. Brand images focus on a
proposed New Leaf campaign will cow, wearing a cape. For recipes and
Beyond Meat is the
have a lighthearted theme, using seasonal promotions, the Beyond Meat
healthiest, plant-
bright colors and copy to create a mascots' capes will change to fit
based alternative to themed recipes and changing seasons.
series of fun, relatable
benefit any diet. New Leaf's campaign focuses on
advertisements.
imagery related to specific audience
segmentation. The primary audience
can be targeted through social, health,
and environmental themes. The
The Big, Unifying Idea
secondary audience should be
When you care about your health, your environment, and your targeted with more masculine
community, you can #GoBeyond in so many ways, no matter what imagery, with a focus on taste, quality
your diet is. and novelty.

CREATIVE STRATEGY
Campaign Television Commercial

Media Spotify Radio Spots

New Leaf uses new and traditional Print Advertisements

forms of media to create opportunities
for brand influence within the target
markets, and for media with a broad Outdoor Advertisements
reach.

We utilize search engine optimization Social Media Advertisements

throughout our campaigns to benefit
our connections with consumers on
different media. Promotions
MEDIA PLAN
Media Calendar MEDIA PLAN
Sample RADIO
3O SECOND

Advertisements SPOTS

POP RISING STATION 2,021,969 FOLLOWERS RAP CAVIAR STATION 13,508,575 FOLLOWERS

SPONSOR JERRY HEIL INTRO, OUTRO, *SOUND OF A GRILL TURNING

29,420 MONTHLY LISTENERS SOUND EFFECTS ON AND MEAT SIZZLING*
18,326 FOLLOWERS *SOUND AMPLIFIES AND
REPEATS SEVERAL TIMES*
INTRO, OUTRO, #VEGAN, BY JERRY HEIL *GRILL SOUNDS FOR OUTRO*
BACKGROUND MUSIC COMMERCIAL SCRIPT
ANNCR: "That's what it sounds like to have a well
COMMERCIAL SCRIPT
fed community. With beyond meat everyone
HEIL : "I care about my health and the environment. gets the chance to cook up a delicious and
That's why I only use Beyond Meat to recreate my healthy meat alternative. This year go beyond
favorite meals in new, healthy recipes. Learn more traditional meats with our 'Buy One, Give One'
about how I #GOBEYOND, in my new single, #VEGAN." program and help the community this holiday
with Beyond Meat burgers"
Sample Advertisements
PRINT
To be featured in the New York Times Newspaper,
and Health Magazine

NEWSPAPER MAGAZINE
Sample
Advertisements:
Outdoor Ads
Sample Advertisements
DIGITAL ADS
To be shared on Facebook and Instagram.
DIGITAL ADS
Specifically targeted to Pinterest users
Sample
through food-related pins and boards.
Advertisements
 Social Media Beyond Outfits:
Scavenger Hunt Mascot Accessories
The use of reusable cotton Beyond Meat uses animals as brand mascots.
shopping totes increases the Brand images focus on a cow, wearing a cape.
brand's sustainable initiatives. For recipes and seasonal promotions, the
Buttons will also be used to Beyond Meat mascots' capes will change to fit
increase consumer cultural recipes and changing seasons.
engagement, and this
promotion uses a social media
scavenger hunt with Beyond
representatives. Winners will
receive a shopping tote or
#GOBEYOND
button at the finish line

Promotions in Action CREATIVE CONCEPTS

Meet the Many US consumers are purchasing
to more plant-based products due #GIVEBEYOND
Farmers to the negative supply chain impacts
of animal agriculture. New Leaf will create a holiday promotion
Meet the Farmers is a promotion, using QR codes on Beyond during the months of December and
packaging, to engage consumers with Beyond's sustainable January titled “ Give Beyond ”. This
supply chain. promotion would emphasize
http://.beyondmeat.com/meetthefarmers the idea that everyone
deserves the right to
MEET THE healthy and nutritious
food. With a slogan of
FARMERS “ Buy One, Give One ”
Meet the Farmers behind the consumers would be
meat and learn more about supporting healthy
how they #GoBeyond eating while also
Meet the
helping the different
Farmers
communities in-need.

Donations will be
dispersed through food
banks in New York,
California, and Oregon.

Promotions in Action CREATIVE CONCEPTS

Campaign
Pricing
TOTAL CAMPAIGN COST:
$2,599,620
Metrics for Invested
Return on Investment
35%
Profit : $4,800,380.00

Success
ROI: 184.66%
Annualized ROI: 176.11%
Profit Investment Length: 1.03 Years
65%

Net Sales
INCREASED 34% FROM 2019 Beyond's SEO Performance
$ 4.89 MILLION $ 7.4 MILLION Keyphrase Ranking Compared to Competitors
#1
Follower Count
INSTAGRAM: 876K 974K
FOLLOWERS FOLLOWERS

FACEBOOK: 398K 44OK

LIKES LIKES
# 10
410K 451K KEYPHRASES:
FOLLOWERS FOLLOWERS
fake meat
PINTEREST: 4,000 7,788 plant-based meat
FOLLOWERS FOLLOWERS veggie burger
vegetable burger
vegetarian meat
meat alternative

CAMPAIGN EVALUATION # 20
Campaign Summary
INCREASED BRAND AWARENESS
INCREASED BRAND LOYALTY
RESULTS INCREASED CONSUMER ENGAGEMENT
INCREASED NET SALES BY 34%

New Leaf Agency is grateful for the opportunity to #GoBeyond by working with a
brand that values human and environmental welfare, as these values of sustainability
are similar to the mission of New Leaf Agency.

Like Beyond Meat, New Leaf also goes beyond the average agency to ensure that our
campaigns are high quality, effective, and focused on the real needs of our clients and
their customers. This partnership has achieved mutual goals within the plant-based
market in meaningful ways, changing the status quo for marketing and consuming
healthy, sustainable products.
 Contact Us
www.turnanewleaf.com
We'd love to talk about
all things media and marketing.
Contact us with any questions.

Account Manager
Hannah Eddins

Research Director
Maddie Seehafer

Media Director
Izzy Koch

Creative Director
Caitlyn Daas

Production Manager
Ryan Dempsey