Beyond Meat and TMI: When the Palate Is the Judge
No testimonials, no glossy food styling: Beyond Meat’s new Swiss social media campaign, created by the retail agency TMI, focuses on genuine reactions from passersby—freshly grilled burgers included.
The Beyond Meat campaign is all about unfiltered honesty
No professional athletes, no elaborate food styling, no glossy production: The new Swiss social media campaign for Beyond Meat, developed by the retail agency TMI, deliberately avoids making any advertising claims. Instead, the focus is on real people—passersby who taste a freshly prepared Beyond Burger on the street and share their immediate reactions.
The concept behind it is as simple as it is effective: «The taste should speak for itself—unfiltered, straight from the mouths of consumers.» The campaign deliberately avoids any form of whitewashing and leaves the judgment up to the test subjects themselves.
The "Vox Pop" format as the centerpiece of the campaign
At the heart of the concept is the vox pop format: Randomly selected people—including self-proclaimed meat lovers—taste the Beyond Burger, which was freshly cooked to perfection by grill chef Gabriel Heintjes. Credibility comes not from staged advertising claims, but from direct, spontaneous reactions.
In addition to committed vegans, the campaign is deliberately aimed at flexitarians who do not want to give up meat but are willing to question their consumption habits. Beyond Meat does not position itself as a moral authority, but rather as a tasty alternative.
TMI is responsible for the concept and implementation
The Beyond Meat campaign was executed by the young social media team at the retail agency TMI. The visual style was created by freelance videographer Benj Dütschler, whose distinctive video style, according to the press release, lends the vox pops the necessary freshness and authenticity.
The campaign is part of Beyond Meat’s marketing efforts in Switzerland, where the company is represented by its general importer, Fresh & Frozen Food. The vox pop approach is intended to demonstrate that the product can hold its own even in a direct comparison and without staged settings.
Contact at FFF Fresh & Frozen Food/Beyond Meat: Britta Wissler (Head of Brand & Marketing, DACH, Beyond Meat), Andrew Schuerch (Product Manager, FFF), Jennifer Blum (Category Manager, FFF). Responsible at TMI: Celine Holliger and Anja Gloor (Social Media Concept, Creation, and Management), Michael Gassler (Overall Responsibility). Production/Videography: Benj Dütschler. Grill Master: Gabriel Heintjes. Campaign Strategy/Planning: Nick Martin (Managing Partner, amplifyy), Lilian Ann Dörflinger (Managing Partner, amplifyy), Claus Martin (Make Relations).
