Beyond Meat

The Story

With a booming roster of athlete partners, Beyond Meat tapped us to strategize how to best utilize their talent. Tapping into key cultural moments, we built a campaign tied around Giving Tuesday.

Beyond Meat offered up a challenge to their ambassadors who Go Beyond in their careers as a way to Go Beyond to those who matter most to them.

For a week straight, BM athletes would try to integrate the phrase “Go Beyond” in their interview and media appearances. For each time they dropped “Go Beyond”, Beyond Meat would donate to their charity of choice.