For a client like Beyond Meat, traditional BBQ branding was not going to work. Figuring out a way for those who were “imitation averse” to be willing to try to non-traditional meat was my challenge

My insight was that people don't want to eat “alternative meat” because they view it as full of unnatural and lab-grown substances. So I chose to key in on 3 of the 22 natural ingredients in Beyond Meat products that consumers would most recognize. With this campaign, I tried to convince the abidance that their meat cravings can be satiated with familiar ingredients in natural ways you never knew about.

My execution: plants and freshly picked produce labeled with traditional meat dishes.