BEYOND MEAT - DROP THE MEAT
FINALIST - Young Glory - April 2019
Miami Ad School Student Project
CHALLENGE
Beyond Meat is sold in the meat section. But how do we get people to choose an alternative when they’re looking specifically for meat?
INSIGHT
Beyond Meat is a meat alternative that is meant to look, feel, and taste like meat. It prides itself on being sold in the meat section and it’s target is meat-eaters rather than vegetarians.
IDEA
While people are in the meat section at grocery stores, we get them to “drop the meat” by airdropping a Beyond Meat coupon to them with reasons of why they should try the alternative.
Copywriter: Caleb McMullen