Huge partnerships with restaurants, supermarkets and A-list celebs made Beyond Meat a serious hit in the US. In the UK, however, it ran into somewhat of a perception snag. The plant-based lifestyle being sold in the US (endless blue skies, waving cornfields) felt miles away from British reality. We needed to rethink our tactics, crafting something that spoke directly to Brits while tackling the genuine hurdles of going plant-based.

Food choices aren’t just personal, they're shaped by your mates at the pub and your nan’s roast on Sundays. It’s about habits, traditions, and all the little moments within your community that bring comfort and meaning. Our strategy was less about promoting the benefits of the plant-based diet and more about the thrill of finding a community that truly gets it (and gets you). 

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From viral memes to hot takes and interactive quizzes, we leaned into the conversation with content that felt authentic, funny, and at home in the UK. The result was a significant uptick in positive sentiment, with engagement outpacing the US across multiple campaigns.