Beyond Meat is going back to its roots with its latest campaign ‘There’s Goodness Here’, spotlighting the crucial role that farmers play within the agri-food system and tackling misinformation.
The simple creative is centred around Steven, a fifth-generation fava bean farmer from North Dakota and detail the production process of the plant-based meat brand’s organic products.
Beyond Meat’s campaign also looks to tackle rising misinformation about plant-based meat, often proliferated by the powerful meat industry that aims to discredit its products and criticise their allegedly processed nature.
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The campaign comes at a turbulent time for the US-based firm, which has seen its quarterly sales drop by almost a third as consumers increasingly move away from pricier meat substitutes due to the ongoing cost-of-living crisis.
After an unexpected 6% slide in UK sales last year, Beyond Meat has now slashed its yearly forecast amid widespread concerns that the plant-based meat ‘bubble’ is bursting.
The firm overall market value has dropped a staggering $9bn (£7bn) from more than $10bn (£8bn) at its peak in 2019 to its current $981m (£770m).
