Kicking off the new year in style with Beyond Meat

BURGER ME! Veganuary's over! For our client Beyond Meat, The PR Network delivered a super successful Veganuary 2024 campaign, delivering multiple activations that created an always-on programme of media engagement that fed the news agenda throughout January. The objective was to keep Beyond Meat front of mind for journalists maximising media endorsement at multiple points in a crowded month.

We promoted the launch of a new playful Veganuary brand campaign for Beyond Meat, which leveraged humour to highlight taste and planet benefits for consumers. The ‘Taste You Can Believe In’ campaign pokes fun at classic Veganuary misconceptions and promotes the Beyond Meat range as being truly delicious. We employed heavy media relations to promote the news that the Beyond Meat food truck would visit six UK locations, in five cities over six days, handing out thousands of burgers to people in Bristol, Oxford, London, Manchester and Birmingham so that they could experience for themselves that Beyond Meat is 'taste you can believe in'. Obviously a ‘queue story’ (IYKYK) was thrown in for good measure!

Meanwhile, in retail and food service we made it easier than ever for people to try plant-based promoting new launches such as the Beyond Pepperoni New Yorker in PizzaHut restaurants and special menu items featuring Beyond burger patties in more than 800 branches of Wetherspoons and on menu at Honest Burger.

We continued with our mission for 2024 to work with more credible 3rd party experts and continue to build relationships with media, establishing Beyond Meat as a leader and expert in the plant-based category. Working closely and collaboratively with the Veganuary brand we continued strengthening our existing relationship by supplying a helpful source of inspiring products - achieving traction on social media and in Veganuary-distributed press releases, as well as utilising Veganuary owned media.

All in all, the PR Network delivered a drumbeat of coverage for Beyond Meat across media outlets with the highest penetration in a crowded market, taking a large share of the editorial conversation with 30 pieces of coverage, 1.3 billion website visits, 3 million coverage views and 6000 shares. Articles included The Sun, Metro, Evening Standard, The Independent, Daily Star Mail Online, Birmingham Mail and Manchester Evening News.