Prepared by:

Advertising Strategy
Dana Mohammed Kamal - 20174244
Husain Nader Qannati – 20178466

The Future of Section:

Protein. 04 Made from Plants.

Deadline: 8th May

Submission: 8th May

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Company Profile & Product features
Beyond Meat is a company that develops and sells plant-based meat products. The plant-
based company was founded in Los Angeles by Ethan Brown in 2009. Their products are
designed to mimic the appearance, taste, and texture of animal-based meat from simple plant-
based ingredients. Their objective is to build a future of protein made from plants to reduce
the environmental footprint, improve human health, and animal welfare – an innovation that
enables customers to enjoy the nutritional and environmental benefits of plant-based eating.
Their product offerings include:

 Beyond Burger, a plant-based burger with 20 grams of plant protein.

 Beyond Sausage, a plant-based alternative to pork sausage with 16 grams of protein that
come in three flavors: original, sweet, and spicy.
 Beyond Beef, a plant-based ground meat alternative to traditional ground beef.
 Beyond Beef Crumbles, a plant-based beef-flavored crumble alternative to ground meat
that comes in two flavors: feisty and beefy.
 Beyond Breakfast Sausage, plant-based sausage patties that contain 8 grams of plant
protein and come in two flavors: classic and spicy.
 Beyond Meatball, the beyond beef pre-formed into meatball shapes that are a nutritious,
convenient, and ready to cook addition to any meal.
 Cookout Classic, a value-pack of 10 delicious and juicy plant-based Beyond Burger
patties to feed the whole family.

The features of the products include:

 Protein derived from a combination of peas, beans, and rice

 Non-GMO ingredients, vegan, gluten-free, and soy-free
 35% less saturated fat than traditional beef
 No cholesterol, antibiotics, or hormones
 Certified Kosher and Halal

Beyond Meat’s products are sold through grocery stores, restaurants, schools, mass
merchandisers, foodservice outlets, convenience stores, and their very own e-commerce
website.
Their initial products were introduced in 2012 in the United States. Today, Beyond Meat is a
market leader in the plant-based meat market with a portfolio of plant-based protein products
sold at more than 58,000 retail and foodservice outlets in more than 50 countries worldwide.

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SWOT Analysis

- Continuous growth due to plant-based trends - Limited choices to meet wider

- Environmentally friendly customers (no substitutes to
- Non-GMO seafood)
- Partnerships with well-known - Lack of presence in Asian
restaurant chains countries

- - Advancing
Competitive alternatives
in vegan trends
- - Focuses
Economic crises risks
on health endangered due
to virus concern
- Growing outbreakon environment
- and
Unstable
animaleconomy
welfare and stock
market

Market Analysis
A total of 55 prospects were surveyed to identify the requirements, needs, and preferences of
the potential market. The respondents were given ten questions to complete the survey.
Figure 1 below indicates that the majority of respondents were between 18 to 24 years old
(70.9%, n=39) outweighed those between 25 to 34 years of age (23.6%, n=13), 35 to 44 years
of age (1.8%, n=1), and 45 to 54 years of age (3.6%, n=2). Others were among the age group
of 55 and above that represented 0% (n=0).

The majority of respondents

had omnivorous
diets (56.4%, n=31). 29.1% of the respondents had flexitarian diets (n=16), 7.3% of them had
vegan diets (n=4), while 3.6% of them had vegetarian diets (n=2), including pescatarian diets
that accounted for 3.6% (n=2). This is shown in Figure 2 below.

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Figure 3 below reveals that 60% of the respondents have tried plant-based meat (n=33), while
the remaining 40% haven’t tried plant-based meat (n=22).

Figure 4 below
reveals that 36.4%
of the respondents never eat plant-based meat (n=20), while 30.9% sometimes eat plant-based
meat (n=17). 23.6% of the respondents rarely eat plant-based meat (n=13), 7.3% eat plant-
based meat most of the time (n=4), while one respondent eats plant-based meat always
(1.8%).

In the 5th figure below, 22 respondents revealed that appearance was a factor that compared
plant-based meat to animal meat (56.4%) while 19 of them revealed that taste was another
factor that compared plant-based meat to animal meat (48.7%). Factors like texture accounted
for 38.5% (n=15), cost (20.5%, n=8), and smell (28.2%, n=11). A respondent added that
nutritional value was a factor that compared plant-based meat to animal meat (2.6%).

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According to Figure 6 below, the expensive price tag was a major factor that was stopping
respondents from trying plant-based meat (28.6%, n=8). The inconvenience was another
factor that accounted for 25% (n=7). 6 respondents found skepticism/doubt as a factor
stopping them from trying plant-based meat (21.4%), five respondents chose negative
perception (17.9%), and 3 respondents found cultural/religious traditions as another factor
(10.7%). Respondents also mentioned reasons stopping them from trying plant-based meat
such as lack of awareness and availability, unconventional, never been offered to try plant-
based meat, nothing would compare to meat, no reason to explore plant-based meat, and the
idea of plant-based meat never came to mind.

The majority of the respondents became aware of plant-based meat through social media
posts (40%, n=22), friends or family members (36.4%, n=20), store shelf/display (32.7%,
n=18), and internet search (30.9%, n=17). 11 respondents became aware through the news
(20%), 7 respondents through an advertisement (12.7%) and menu (12.7%). 2 respondents
became aware through a website (3.6%). This is seen in Figure 7 below.

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The majority of respondents revealed that the label ‘high in protein’ shown in packaging
would influence their willingness to eat the food product (67.3%, n=37). 20 respondents
chose ‘plant-based’ (36.4%), while 14 of them chose ‘Vegan-friendly’ (25.5%). 12
respondents opted for ‘No GMOs’ (21.8%), 9 chose ‘Gluten-free’ (16.4%), 5 chose ‘Soy-
free’ (9.1%), and 3 preferred ‘Artificial’ (5.5%). This is shown in Figure 8 below.

Figure 9 below presents the factors that would encourage the respondents to eat more plant-
based meat. 33 respondents mentioned ‘Health reasons’ (60%), 25 picked ‘Environmental
reasons’ (45.5%), and 26 opted for ‘Curiosity’ (47.3%). Factors like ‘Ethical reasons’ and
‘Animal-welfare reasons’ accounted for 21.8% (n=12). 2 respondents preferred ‘Cool and
trending’ (3.6%), while 15 preferred ‘Great taste’ (27.3%). Factors such as ‘Dietary
restrictions’ accounted for 29.1% (n=16), while another factor like ‘Family got on board with
it’ accounted for 23.6% (n=13).

As seen in Figure 10 below, ‘Taste’ is the prime aspect needed for improvement in plant-
based meat (50.9%, n=28). 23 respondents chose ‘Texture’ (41.8%) and ‘Clean label’ as an
area of improvement (34.5%). Factors like ‘Protein content’ and ‘Protein type’ accounted for
23.6% (n=13), 10 respondents chose ‘Fat level’ (18.2%), while 6 respondents chose ‘Sodium
level’ that needed improvement (10.9%). Respondents also suggested other areas for
improvement such as availability and affordability of plant-based meat and wanting plant-
based meat to be fulfilling.

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Competitive Analysis
Beyond Meat and Impossible Foods are the top contenders in the plant-based meat market.

 Product Line:

Impossible Foods product line consists of:

- Impossible Burger, Impossible Burger Ground beef, Impossible Sausage Patty, and
Impossible Pork Patty.

Beyond Meat, on the other hand, has a greater range of plant-based products such as:

- Beyond Burger, Beyond Sausage, Beyond Ground Beef, Beyond Beef Crumbles,
Beyond Breakfast Sausage, and Beyond Meatballs.

 Price Point:

Recently, Impossible Foods products became 20 percent cheaper intending to make plant-
based meat more affordable and accessible. The prices drop from $6.99 to $5.49 for a two-
patty 8-ounce package and from $8.99 to $6.99 for a 12-ounce package of ground beef. While
Beyond Meat’s prices remain fixated at $5.29 for a two-patty 4-ounce package and $8.29 for
a 16-ounce package of ground beef.

 Nutritional Profile:

Impossible Foods have an edge over Beyond Meat in terms of their calories, fat, fiber, and
sodium. However, when it comes to protein and saturated fat, Beyond Meat has a slight
advantage over their competitor.
Impossible Foods’ main ingredients are heme, soy, and potato protein. While Beyond Meat’s
primary ingredient is pea protein.

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Although both are rich in protein, their protein source differs. Soy and potato are the main
protein sources in Impossible Foods products, while peas, beans, and brown rice are the main
sources of protein in the Beyond Meat products.
Beyond Meat products are strictly non-GMO and exclude soy. By contrast, Impossible Foods
actively use GMOs and soy to create their plant-based products.
Impossible Foods products are fortified with additional vitamins and minerals than Beyond
Meat, making it slightly richer in zinc, phosphorous, certain vitamins in B, C, and E.
Impossible Foods products are certified organic, while Beyond Meat isn’t.

 Market Share:

Beyond Meat’s stock skyrocketed to 500% the first year they went public in 2019. They
became the only public company in the meatless industry with a market capitalization of $8
billion. Meanwhile, Impossible Foods is not publicly traded yet but is preparing to go public
soon with a projected valuation of $10 billion.

Advertising Strategy Steps

1. Product Description

The Beyond Meat burger is the world’s first plant-

based burger made from pea protein isolate. It sizzles.
It is mouth-watering. It has 35% less saturated fat
than a beef burger. It has 20 grams of plant protein,
free from GMOs, soy, cholesterol, and gluten. It is
better for you and the plant. Made entirely from
plants, the Beyond Burger delivers the juicy and
meaty-like deliciousness of a regular burger that
looks, cooks, and tastes like beef.

2. Market Assessment

The global plant-based meat market was valued at USD 20.7 billion in 2020 and is projected
to reach nearly USD 23 billion by 2024. The demand for meat alternatives is soaring on the
back of a rising population of vegans and flexitarians across the world and awareness
concerning the health and environmental benefits offered by plant-based meat over traditional
meat, particularly amid the Covid-19 pandemic.
Beyond Meat is currently valued at USD 8 billion. The market leader has grown immensely
in the North American region due to the consumer demand for vegan and clean-label
products. It has also partnered with a group of distributors to expand in European markets and
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gradually into Asian and Middle Eastern markets. Beyond Meat’s market success is due to its
numerous partnerships with stakeholders such as KFC, Starbucks, Taco Bell, Subway, and
McDonald’s.
The soaring demand for plant-based meat has emerging firms enter the plant-based meat
market, such as Prime Roots and Kellogg, introducing a line of plant-based beef, chicken, and
seafood, and steep competition that Beyond Meat faces with companies like Impossible
Foods, Morningstar Farms, and Gardein. The demand for plant-based meat is booming and
will continue to rise, yet the market has hurdles to overcome such as skepticism and negative
perception regarding the taste of plant-based meat.

3. Source of Business

With the growth of the plant-based movement, Beyond Meat supplies its products to food
retailing companies, from grocery stores to established fast-food chain restaurants. They also
attract a wide audience of meat avoiders, meat reducers, and meat consumers into consuming
a healthier and greener alternative of plant meat that imitates the appearance, taste, and
texture of regular meat.
Considering that the company is dominating the plant-based market, increasing its market
share should occur seamlessly due to its successful innovation, market lead, and impeccable
sales growth post virus outbreak.
In coming to purchase the Beyond Burger, consumers behave according to the lifestyle that
they've settled with and value. For instance, ecologically conscious consumers that value
clean ingredients have the willingness to purchase the burger with a positive association to
the brand.
Far from the plant-based meat market, Beyond Meat's products compete with meat giants like
Hormel Foods and Tyson Foods that produce animal-protein products. They compete with
one another since they both operate in the same market - the food industry. Although the
meat-consuming market is the primary target focus for Hormel Foods and Tyson Foods, 93%
of Beyond Meat’s customers are meat consumers. Additionally, these meat giants have
launched a product line dedicated to plant-based meat comparable to the Beyond Burger.

4. Competitive Evaluation

Beyond Meat’s competitive edge includes its monopoly power and market lead in the plant-
based industry. Their unique plant-based formulations that imitate the appearance, taste, and
texture of regular beef have set them in an indestructible advantageous position. In a nutshell,
their innovation drives the company to stand out from the rest of its competitors that have
invested millions in research and development to get their plant-based products to taste
similar to Beyond Meat.

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Being the first and only publicly traded company in the plant-based meat market, Beyond
Meat has generated impressive growth rates, valuable word of mouth, publicity, and media
coverage – being the fastest-growing company in the plant-based meat industry.
Beyond Meat’s social responsibility acts as another competitive advantage. Their strategy of
creating the future of protein made solely from plants that deliver the meaty juicy experience
of actual meal without contributing to carbon footprints have gone in their favor. They are a
company on a mission to improve human health, animal welfare, and climate change.
Beyond Meat’s products have not only expanded in retail stores but also entered into
partnerships with established fast-food chains such as McDonald's, Taco Bell, Subway, Pizza
Hut, and KFC to build strong relationships and reach on an international scale.

5. Marketing Objectives

Beyond Meat’s primary marketing objective is to grow brand awareness by delivering a

plant-based meat experience indistinguishable from animal-based meat while feeling satisfied
regarding the health, environmental, and animal welfare benefits linked with consuming
plant-based meat. After the success of Beyond Burger, there has been a significant demand
for additional plant-based meat products. Hence, another objective of Beyond Meat is to
expand their product lines and continuously improve the formulations of their existing
products through the advancement of taste, texture, and nutrition of plant-based protein. The
company’s CEO revealed that meat-eaters accounted for 93% of their customers. With that
being said, Beyond Meat has another marketing objective of sourcing inexpensive plant-
derived protein sources to make plant-based meat the affordable choice over its animal-
derived counterpart by 2024. As the company moves closer to meat price parity, they expect
meat consumers and meat reducers to purchase plant-based protein in place of animal-based
protein.

6. Selected Target Audience

Beyond Meat appeals to a wider audience than the niche audience targeted towards vegans
and vegetarians. Their primary target focus is on meat avoiders, following meat reducers and
meat consumers. This applies to vegans, vegetarians, omnivores, and flexitarians or semi-
vegetarians. Meat consumers such as omnivores and meat reducers such as flexitarians
appear more conscious towards their health than environment or animal welfare, while meat
avoiders such as vegans and vegetarians value animal welfare in their food choices. Meat
avoiders are individuals with plant-based diets that do not consume any meat including
seafood and animal-derived sources such as eggs, milk, cheese, honey, and so on. Meat
reducers could be individuals that want to take on healthier lifestyles or trying to reduce their
meat intake for health or environmental reasons or simply against animal cruelty. Meat
consumers, on the other hand, could be curious eaters that are interested in trying a new
meatless meat-like experience.

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7. How the Target makes decisions

Beyond Meat's protein is produced solely from plant-based sources. Therefore, vegans and
vegetarians make their Beyond Meat purchases based on their dietary restrictions such as
meat, poultry, and seafood. According to Beyond Meat, their plant-based protein products
generate less water, land, energy, and fewer greenhouse gases than the traditional animal-
based protein. Hence, customers that are advocates of environmental sustainability and
looking to reduce their carbon footprint are likely to make Beyond Meat purchases.
Considering that the company excludes any form of animal cruelty or slaughtering, Beyond
Meat products are a superior alternative from an animal welfare customer perspective.
Beyond Meat's products contain an excellent nutritional profile in which it is free from
cholesterol, gluten, and GMO ingredients, and has less saturated fat than its traditional
counterpart. Consumer awareness towards nutritional benefits and those occasionally looking
for healthier alternatives are influenced to make a Beyond Meat purchase. Additionally,
Beyond Meat has built a network of large-following celebrities that have encouraged plant-
based eating and built significant brand awareness through the support of the company’s
missions and product line. The celebrity endorsements have left an immense impact on curios
eaters to get their hands on Beyond Meat’s plant-based protein.

8. Brand Positioning

The Beyond Meat brand is presented as a socially responsible company that delivers a
healthy green way of consuming protein derived from plants than animals. They are
positioned to expand the definition of meat - the future of protein meat made directly from
plants with excellent nutrients and a meat-like taste experience. Beyond Meat wants people to
eat what they love because their plant-based products deliver the taste, texture, and
appearance of traditional beef while positively contributing to the ecosystem.
Beyond Meat are advocates of human health, climate change, and animal welfare. Improving
human health and saving the planet starts with the choices we make. By making conscious
choices to shift to plant protein, one could help mitigate climate change and lower the risks of
diabetes, heart diseases, and certain types of cancers. Beyond Meat is the first and only plant-
based meat brand shelved next to actual meat. This indicates that the future of meat is shifting
goodness and purity, and black being used as a
towards meatless products.
powerful statement. They are conveying the
message “Beyond anything you’ve ever tasted”
in bold uppercase to communicate the
9. Communication
exceptional taste of strategy
the Beyond Burger as
nothing
The you’ve ever for
advertisement eatenBeyond
before. Meat delivers a
clear
This message with bright
communicative and eye-catching
strategy is designedcolors
to
found in the Beyond Meat logo as a way
encourage the urgency to try the Beyond Burgerto build
brand awareness.
now. They’ve The their
highlighted green color profile
nutritional choice
symbolizes health
to ensure that andone-of-a-kind
their nature, while white
tasty conveys
burger
comes with nutritional benefits such as “No
GMOs, No Soy, and No Gluten.” They also use
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the term “Yes WAY!” as a confirmatory
response and green light to purchasing the
burger.
The company has used identical imagery of their Beyond Burger and a traditional beef burger
to show customers that their plant-based burger
has the taste and appearance to deliver the
meaty juicy experience without compromise.
Their communicative messaging reminds
customers that by shifting from animal to plant-
based meat; they are positively contributing to
the planet since a Beyond Burger generates less
water, land, energy, and fewer greenhouse gas
emissions than a beef burger.

They convey the message that Beyond Meat

wants its customers to associate with the brand
– an environmentally friendly brand. They are
emphasizing that the future of protein is made
from plants and that it is unnecessary to
consume a beef burger when there is a superior
alternative like the Beyond Burger that equally
delivers the taste and experience of a traditional
burger without engulfing the planet. This
environmental awareness is done to increase
sales of Beyond Burgers and to evoke socially
responsible feelings from customers to make a
seamless choice for their personal and
environmental
10. health.
Media strategy

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Beyond Meat uses mass media such as television, social media, and the internet to deliver its
messaging. Their televised ads are filled with claims such as “Beyond Meat is better for us
and the planet” and plant-based meat being environmentally friendly and ethical than its
animal-based counterpart. Beyond Meat shares its recipes using its products on social media
platforms like Instagram and YouTube. Their Instagram posts also highlight the features and
benefits of their product offerings. Their YouTube commercials advocate to “Go Beyond”
through plant-based eating. Due to the virus outbreak and lockdown, Beyond Meat recently
launched its website to build an online presence and sell its plant-based products directly to
consumers.
Beyond Meat takes advantage of celebrity endorsements with Snoop Dogg, Kevin Hart, and
many others on social media to support their product line and mission, encourage plant-based
eating, and raise awareness for plant-based meat. These big-time endorsements have
generated valuable word of mouth for Beyond Meat’s delicious juicy meatless meat products.
As a result, Beyond Meat reached a wider audience from these high-following celebrities
online.
Beyond Meat also takes advantage of online interactive advertising to communicate with
consumers and prospects. They use their customers to outshine the features and benefits of
their products through feedbacks, reviews, reposts, and pictures. The concept behind sharing
customer-created content is to simply make the brand appear sincere, attentive, and receptive
towards customers.

11. Advertising Message, Slogan and Logo for: Beyond Burger

Slogan:
To infinity and beyond with The Beyond Burger.
Advertising message:
Introducing The Beyond Burger. With its meat-like texture, flavor,
and juiciness, The Beyond Burger is closer to beef than ever before,
except it is solely made from plants. Change starts with what we
eat. Taking the beyond route will have a positive impact on your
health and the planet. No cholesterol. No hormones. 35% less
saturated fat than a regular beef burger. 99% less water. 93% less
land. 46% less energy. 90% fewer greenhouse gas emissions. The
future of protein relies on you. Why would you not go beyond?

References

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