Vegan brand Beyond Meat is aiming to tap into “Veganuary” mania by urging Brits to take a step towards a more plant-based diet, with a new campaign featuring Mysterious Girl and former Iceland brand ambassador Peter Andre.
The “Take The First Step Beyond” social campaign aims to target carnivores and so-called “flexitarians” to encourage them to convert to plant-based foods with Beyond Meat products.
The push has been fuelled by Ocado figures that revealed Beyond Meat was a top-selling plant-based product for Veganuary last year.
As part of the campaign, Andre – who claims to be “thrilled” to be teaming up with the brand – will help launch the #FirstStepBeyond cooking contest, designed to encourage consumers to get creative in their own kitchens and use store cupboard essentials with Beyond Meat lines.
The competition winner and “plus-one” will win a two night stay in London, including up to £500 travel costs, £500 spending money and luxury accommodation at One Denman Place before cooking their winning recipe with Andre himself.
As well as the #FirstStepBeyond cooking contest, Beyond Meat and Andre will also release a series of recipes, plant-based eating and cooking tips and insights on their Instagram channels throughout Veganuary.
Beyond Meat marketing director EMEA Bram Meijer said: “We want to show Brits just how easy it is to take the first step to a more plant-based diet. By putting Beyond Meat at the centre of your plate, you are still able to eat what you love – like a juicy burger – without having to compromise on taste or sustainability.”
Head of communications at the Veganuary charity Toni Vernelli added: “The way Beyond Meat shines is that it is often the first step to someone becoming plant-based. Often, meat-eaters take their first step to going plant-based by trying Beyond Meat products as it’s so close to meat. They then realise it’s great and start trying more plant-based meat products and vegetables and, hey presto, they are plant-based.”
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