Project: Beyond Meat Campaign

Task: Research and develop a comprehensive marketing campaign for Beyond Meat to expand their consumer base and increase brand awareness.

Takeaways:

• Identified high-income, health-conscious millennial parents as a strategically valuable target audience with significant spending power and influence

• Developed "Go Beyond the Standard" campaign featuring NBA star Chris Paul as the authentic face of a plant-based "superfamily"

• Created multi-channel strategy spanning traditional media, social platforms, and experiential marketing to engage target audience at multiple touchpoints

• Implemented measurable objectives and detailed budget allocation with clear KPIs to track campaign effectiveness

• Capitalized on growing flexitarian trend and millennial interest in both personal health and children's nutrition

Skills Used: Campaign strategy development, media planning, consumer journey mapping, competitive analysis, target persona creation, finacial budgetting