This Beyond Meat Campaign Uses Athletes to Explore Meat Alternatives
Laura McQuarrie — November 3, 2015 — Lifestyle
References: beyondmeat & vegnews
There are plenty of misconceptions about plant-based protein and those who choose not to eat meat products, but Beyond Meat is aiming to shift perspectives with a new campaign.
The Beyond Meat campaign features a team of elite male and female athletes, who compete in everything from surfing to basketball and running. In order to remind the public of the benefits of plant-based protein, the campaign shows that great athletes like Eric Bledsoe, April Ross, and Maggie Vesse are fueled by the power of plants.
Now that the meatless industry is growing to be a multi-million dollar segment, campaigns like this help to reiterate that eating plant-based proteins may indeed be the way of the future.
The Beyond Meat campaign features a team of elite male and female athletes, who compete in everything from surfing to basketball and running. In order to remind the public of the benefits of plant-based protein, the campaign shows that great athletes like Eric Bledsoe, April Ross, and Maggie Vesse are fueled by the power of plants.
Now that the meatless industry is growing to be a multi-million dollar segment, campaigns like this help to reiterate that eating plant-based proteins may indeed be the way of the future.
Trend Themes
1. Plant-based Protein Consumption - The rise of campaigns featuring elite athletes consuming plant-based protein creates opportunities for the plant-based protein industry to increase market share.
2. Athlete-driven Marketing Campaigns - Marketing campaigns featuring elite athletes may become a popular strategy for companies seeking to increase brand awareness and sales in the plant-based protein industry.
3. Shift in Perception Towards Plant-based Protein - Campaigns like Beyond Meat's featuring elite athletes may shift public perception towards plant-based protein and create opportunities for the plant-based protein industry to further expand.
Industry Implications
1. Plant-based Protein - The plant-based protein industry may see increased growth opportunities with marketing campaigns featuring elite athletes as endorsers.
2. Sports Marketing - Companies in the plant-based protein industry may choose sports marketing as a strategy to increase brand awareness and sales.
3. Healthy Food Industry - The healthy food industry may benefit from the shift in perception towards plant-based protein created by Beyond Meat's marketing campaign.
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