Everything bad is now good for you—but not really—in Beyond Meat’s comical new ad

The spot, starring Rizwan Manji and narrated by Chris Parnell, is part of the company’s new ‘This Changes Everything’ campaign

Published On
Oct 10, 2023
Actor Rizwan Manji holding a taco and looking shocked in the new Beyond Meat ad

Editor's Pick

Beyond Meat’s product line of animal-free steaks, sausages and hamburgers is said to be so much healthier than the real deal, you could be forgiven for thinking that “everything bad is good for me”—or at least, you could be if your name is Rizwan Manji.

In a new commercial for the alternative meat company, the Canadian actor, who played Ray Butani on “Schitt’s Creek,” is told by an off-screen narrator—voiced by Chris Parnell—that plant-based Beyond Steak is healthy for him. 

But Manji takes the advice a step too far, proclaiming that everything from Philly cheesesteaks to doing his own stunts must suddenly be “good for me,” only for Parnell to hit him with a reality check.

See the full video below:

 

Developed by Chemistry, which ranked No. 6 on Ad Age’s 2023 Agency A-List, and directed by filmmaker Rich Downie of production company Fox Den, the 30-second TV spot anchors a wider campaign Beyond Meat is launching this week titled “This Changes Everything,” which also includes online video, radio, digital, out-of-home, and paid social placements with Meta and TikTok.

“We know that health is a top driver to the plant-based meat category so we wanted to emphasize our products’ key nutritional benefits … while still communicating their great taste to elevate these products for consumers who are looking for plant-based meat options that not only taste incredible, but are better for them and their families,” Akerho “AK” Oghoghomeh, senior VP of brand marketing at Beyond Meat, said in a statement.

It’s that duality that gets to the root of the company’s recent marketing efforts: educating the public that its meat alternatives can be both tasty and often healthier than animal protein. (A key point driven home in the “This Changes Everything” campaign is Beyond Steak’s recent Heart-Check Certification by the American Heart Association.)

A Beyond Taco billboard

Beyond Meat’s latest marketing efforts complement another recent campaign from the company, “There’s Goodness Here,” which debuted in August.

In those ads, a North Dakota farmer leads viewers through a simplified step-by-step process of how his fava beans are turned into plant-based meat products, with a narrator saying, “Our story begins with sun, soil, water and a seed,” while hammering home both the nutritional and ecological benefits of Beyond Steak.

Credits

Date
Oct 10, 2023
Client :
Beyond Meat
Agency :
Chemistry
SVP Brand Marketing :
Akerho Oghoghomeh
VP Marketing :
Carla Malin
Director Global Brand Marketing :
Danielle Armbrust
Sr. Design Director :
Somany Koeung
Manager Social Media Marketing :
Zori Bennett
Director Talent Partnerships :
Kyle Robiskie
Associate Brand Manager :
Sarah Catallo
Director Integrated Marketing & Media :
Emily Harlan
Senior Project Manager :
Samantha Levy
Partner & President :
Tim Smith
EVP Partnerships & Experiments :
Courtney Saul
Account Supervisor :
Ana Echeverry
Group Director Project Management :
Lauren Interrante
Project Manager :
Gracie Bell
Group Strategy Director :
Alexa McGriff
Brand Strategist :
Sydney Morgan
VP Head of Production :
Renee Royal
Freelance Producer :
Matt Joyner
Senior Producer :
Alexandria Fuller
Producer :
O'Shay Foreman
Associate Creative Director & Art Director :
Lizzy Powers
Associate Creative Director & Writer :
Dan Lemaux
Freelance Creative Director :
Wes Whitener
EVP Executive Creative Director :
Mike Groenewald
EVP Executive Creative Director :
Will Benham
Partner Chief Creative Officer :
Chris Breen
Creative :
TestTube
Visual Content Creator :
Alex Andersen
Senior Content Art Director :
India Nabarro
Producer/Senior Project Manager :
Kashish Ali
Freelance Editor :
Misha Mazor
Freelance VFX/Color :
John Shafto
Production Company :
Fox Den
Director :
Rich Downie
Executive Producer :
James Toth
Producer :
Roberto Rodriguez

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