GREENS TAKE OVER
How Beyond Meat took over the fast food industry, literally.
Beyond Meat is a brand offering Plant Based food Options.
The challenge is that some consumers are still hesitant to try these new meat alternatives.
THE INSIGHT
People are often drawn to new experiences when they are perceived as trendy.
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The popularity of plant-based diets has grown in recent years. This increased visibility can lead some individuals to try plant-based options out of curiosity or a desire to align with trends.
The social proof effect is when people tend to do things or like things more if they see that other people are also doing or liking those things.
In some areas, people think plant-based food options are less accessible, when they actually aren’t.
We are going to visually represent how plant based options are already taking over the fast food industry, because its a trend.
We’ll strategically place OOH’s covering fast food restaurants and ads that already sell Beyond Meat products to show this inevitable reality.
Beyond Meat is trendy & it’s taking over, literally
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Show the change.
The restaurants that offer Beyond Meat products cover their stores and food trucks with plants and graffiti to indicate plants have already taken them.
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Be part of it.
Every time someone orders a Beyond Meat product, they receive their food in a customized graffiti container and also get a pin to represent the change.
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Aspire the future.
Launch a filter that covers places with plants and graffiti. Users would use it on places they would like had Beyond Meat options, and share it on social media.
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