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Drew Chambers, Jason Abromaitis, and Farhan Mustafa

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Why outcome-focused advertising changed plant-based food forever

Posted by Drew Chambers, Jason Abromaitis, and Farhan Mustafa on Dec 12, 2019 5:45:00 AM

Beyond Meat and Impossible Burgers are everywhere, and the startups that created them are darlings of Silicon Valley. But what did they do differently, and understand about their potential customers, that previous vegan options didn’t?

Utilizing the power of Grafiti and Corus together we’ll show you how moving away from social and lifestyle issues and instead focusing on taste in product development and marketing helped move the needle.

Impossible Meat made news recently when it partnered with Burger King on the “Impossible Whopper,” which their commercials describe as, “100% Whopper. 0% Meat.” They have been a huge hit, and along with other meatless meats like Beyond Meat, are taking grocery stores and dinner tables by storm. But what did these companies see that others before them didn’t? Vegan options have been available at grocery stores for decades, and organizations that promote veganism like PETA, have been around a similar length of time (PETA is getting ready to celebrate its 40th anniversary next year). Finally the issue of climate change has been talked about for years; “An Inconvenient Truth” was released 13 years ago in 2006. Our research indicates that these brands, especially their marketing and product development arms, tapped into something else.

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Topics: Insider, market research, use case, restaurants

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