Inspirational Changemakers Break the Mould for Beyond Meat’s First European Campaign
Creative agency Boomerang, part of Publicis Groupe, have developed Beyond Meat’s first big brand campaign for the EU market ‘Go Beyond’. The work is aimed at motivating young people to join the movement towards eating sustainably for a better future and establishing Beyond Meat as a leader in the plant-based meat industry and as an essential brand in pop-culture.
“Beyond Meat is plant-based meat that is delicious, better for you and more sustainable. A brand that we as Boomerang are excited to join, as our planet is in dire need of a better way of providing people with food.” says account director Sef Mandemakers.
The campaign revolves around a group of Beyond Meat ambassadors - inspirational young change-makers who are breaking the mould and are redefining success on their own terms - from Germany, The Netherlands and the UK, telling their story of how they Go Beyond.
“To Go Beyond is in our human nature. For some, it’s a small thing. For others, a significant step. Every story breaks the stigma of what people think it means Go Beyond, and how this differs for every individual, celebrating small victories and personal goals.” creative lead Glenn Da Silva says.
Boomerang shot six 30” testimonials by skateboarder Sky Brown, cyclist Nono, Paralympic athlete Alice Tai, rapper Sor, and footballer Serge Gnabry. These ambassadors all have an authentic connection with the brand, some live a completely plant-based lifestyle while others are flexitarian and eat plant-based once a week. These testimonial videos are to be viewed individually on social media in each territory, to motivate others to join the Go Beyond movement.
In addition, these testimonials will also be used in the format of an inspirational hero film, in which the best part of the individual testimonials are combined. This format will be seen across all target markets.
The campaign was launched on February 3rd on local social media, across all target territories.
