Beyond Meat Positions Plant-Based Diet As 'Least You Can Do'

Beyond Meat wants consumers to make 2024 a plant-based diet year.

It just debuted a campaign — “Literally The Least You Can Do” — to publicize a new product, Beyond Steak, certified as heart-healthy food by the American Heart Association. The company said it contains 21g of protein per serving and is low in saturated fat.

The Chemistry agency produced the integrated campaign, which features actor Rizwan Manji, who played Ray on “Schitt’s Creek.” He touts the product as a “good source of protein, zero sweat.” Manji also starred in the brand’s “This Changes Everything” campaign last fall.

Both “Least You Can Do” and “Changes” were created by Chemistry and directed by Rich Downie of production company Fox Den.

"On January 2, gym parking lots across America are packed. By the 15th, they’re empty again. We thought it would be fun to play with this insight and remind consumers that there’s a much easier and tastier way to live healthier," Chris Breen, partner-chief creative officer at Chemistry, told Agency Daily.
Beyond Meat products are sold in 80 countries and nationwide at various retailers, including Kroger, Target, Walmart, Costco and Whole Foods. In October 2023, Madison Square Garden Sports Corp. announced a partnership with Beyond Meat. The Go Beyond Grill concession is located in Madison Square Garden's sixth-floor concourse.

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Chemistry has five offices nationwide. Its client work includes Netflix, Five Guys, Atlanta United and PetSafe.

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