Conceptual Project

Beyond Meat - Advertising Campaign

“Take the First Bite”

As part of my Advertising Campaigns course, I was part of a three-person team that designed a full advertising campaign for the meat alternative brand, Beyond Meat. Our "Take the First Bite" Campaign aims to normalize Beyond Meat in all facets of a consumer’s life. Our 6 ads focus on showing how easy it is to make substitutions to your diet without fully committing to an entire change. It interrupts Beyond Meat’s usual narrative in hopes to make the brand more interactive and approachable to a wider audience, not just vegetarians and vegans. By utilizing a wide variety of mediums, our campaign takes the plant-based meat industry into all aspects of a consumer’s daily experience.