Beyond Meat creates innovative, plant-based meats designed to look, cook, and taste like animal meat, offering delicious, sustainable protein options.
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See all ads on AdLibrary →Beyond Meat is a publicly traded food company producing plant-based meat alternatives, including burgers, sausages, and ground meat substitutes, founded in California. The company is one of the best-known names in the plant-based meat category and sells through grocery retail and foodservice partnerships worldwide. It has been a prominent player driving mainstream adoption of meat alternatives, advertising across Meta placements.
Beyond Meat pioneered mainstream plant-based meat, and its ads aim to show that burgers and sausages made from plants can look, cook and taste like the real thing. Creative features sizzling patties, grill scenes and everyday meals, often placed where meat normally sits. The brand speaks to flexitarians as much as vegans, framing plant protein as a simple swap and not a lifestyle overhaul. Explore their ad creative at AdLibrary.
On Facebook and Instagram, Beyond Meat suits appetizing food video: grilling, cooking steps and recipe ideas. Carousels can show product varieties like burgers, sausages and ground, and seasonal pushes around barbecue periods give strong hooks. As a grocery and foodservice brand, ads support in-store discovery, retailer partnerships and restaurant menus, alongside its own online shop.
Copy themes: (1) plant-based meat that cooks and tastes like meat; (2) simple swaps for burgers, sausages and tacos; (3) protein with no animal ingredients; (4) better choices for people and the planet. Tone is confident and food-first, aiming at curious meat eaters rather than preaching to existing vegetarians. Testing these angles across formats shows which message resonates with each audience segment.
Plant-based meat is a competitive, fast-changing category, so Beyond Meat's lessons are about taste-first messaging and everyday usage. Search, recipe content and YouTube cooking videos support consideration, while retail media and foodservice partnerships drive trial. Marketers can learn to lead with taste and ease, then add health or sustainability as supporting reasons. Comparing these channels on AdLibrary shows how the brand adapts one message across formats.
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