Background: As a company founded in 2009 to promote vegan solutions, we have done an unbelievable job spreading our brand awareness and creating unprecedented demand for plant-based burgers. However, time is not on our side. That is why our next mission is to target the ones who care most about climate change: self-identified environmentalists. To ensure our brand's future growth, we must push the envelope further. Beyond Meat must fight to make veganism synonymous with environmentalists.
Problem: 20 years to change human behaviors to counter a 2 °C warming and stop catastrophic climate change- Americans eat 50 billion burgers every year-1 beef burger = 32 showers or 10 burgers = 1 year of showers
Product: Great tasting, meat-like burgers made from plants that have all nine essential amino acids for optimum nutrition.$6 for two Beyond Burgers in the meat section of leading supermarkets
Insight: Consumers don’t know how much meat harms the environment
Single-Minded Proposition: Environmentalists can not be meat-eaters
Objective: Create stereotype that those who eat beef burgers can not be environmentalists-Educate target with the truth about the harmful climate risks of beef burgers-Empower environmentalists to fight climate change with their forks by switching and promoting Beyond Burgers-Reassure that switching to Beyond Burgers is the single most significant way to reduce carbon footprint-Award targets with rewards, discounts, and free vegan resources
Strategy: Educate the negative impact of beef burgers with digital and print media placement ads, banner, outdoor, & social media-Establish among targets that it is hypocritical to eat beef burgers while also self-identifying as environmentalists
Empower target to be a superhero in climate change solutions like never before-Leave the target with hope for a better future by switching to Beyond Burgers
Target:
Age 21-35 self-identified environmentalists with a college degree and fit these personas:
A membership with REI/Green Peace/Sierra Club/Rain forest Foundation US/Clean Air Task Force-Active in environmental or community garden organizations-Recycles/bikes to work/drive a hybrid/ uses a Hydro Flask.
They care about politics and share social media political actions that cut climate change efforts-Follows and re-posts National Geographic dying polar bear images.
Facts:
The demand for beef puts more strain on the climate than all cars, trucks, planes, and buses together.
If environmentalists switch to 3 Beyond Burgers a week for a year, they will get 12 million cars off the road-Beyond Burgers use 99% less water, 93% less land, 90% fewer greenhouse gas emissions, and 46% less energy.
Not only do they help save the world, but they also taste just as good as a beef burger.
