The Challenge

Take a brand new, one-of-a-kind, never-done-before product to market with the biggest bang possible.

The Solution

Tap into the network and influence of Whole Foods—where Beyond Meat would be exclusively sold—to get potential audiences excited about and begging for our plant-based, meat-like products as they began hitting shelves.

The Tools

Kickass packaging for their entire product line—including strategy, messaging and design—plus an explosive digital campaign supporting their Whole Foods launch.

The Story

When we first heard about Beyond Meat, we were a tiny bit curious and a LOT bit excited. Their products were a complete game-changer in the natural foods space and we HAD to be a part of it. Since there was nothing quite like it on the market, and few retailers knew how to react to it, we knew we needed a sensible and straightforward messaging platform, but also one that rocked everyone’s socks off.

We started small, working region by region to generate buzz, create excitement and demand, and support their launch into Whole Foods from one part of the US to another, until Beyond Meat was in Whole Foods Market stores nationwide. Mission Rocked Socks: complete.

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Great things are done by a series of small things brought together. – Vincent Van Gogh

Contact VOCO for your complete marketing needs from beginning to end, everything from brand strategy, package development, to full retail and digital strategy and execution.