The playful campaign pokes fun at classic Veganuary misconceptions and promotes its Beyond Meat range as being ‘truly delicious’, questioning whether other plant-based products' ‘tasty’ claims are actually true. The campaign coincides the Veganuary campaign, where participants adopt a vegan diet for the month of January.
Several studies, including the World Health Organisation and Warwick University, show supporting the shift from animal-based to plant-based meat is growing, including that meat alternatives can help to lower your cholesterol and prevent heart disease.
Led by plant-based TikToker Luke Vernon, the food truck tour will offer free Beyond Burgers and challenge UK consumers on their perceptions of plant-based Beyond Meat.
Ellie Stevens, brand manager at Beyond Meat, said: “With the ‘Taste You Can Believe In’ campaign, we are looking to educate consumers on the benefits of our products in a light-hearted, approachable but informative way.
“January is a key time for assessing our meat consumption, and we wanted to emphasise how our tasty Beyond Meat products allow everyone to continue eating what they love, but do so in a way that’s better for the planet - no sacrifice required.”