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Beyond Meat
As a project, I created an advertising concept for the Beyond Meat brand, developing artwork and mock-ups based on the uncovered strategy, as shown below.
Insight: Some people distance themselves from the cultural baggage (health trends, political associations, and taste concerns) of meat alternatives, as the stereotypes get a bad rep.
Tension: People are fatigued by guilt and health-driven messaging about plant-based diets.
Strategy: Position Beyond Meat as a great choice for everyone, without comparing its benefits with other products.
Beyond Meat is a plant-based "meat" product.
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