The Beyond Burger Perth launch 2018

Commissioned by Future Farm Co, the official Australian distributor of US plant-based phenomenon, The Beyond Burger (by Beyond Meat), I was armed with the task of introducing the popular meat-alternative product to key press and influencers; in this instance, Perth’s fitness, wellness and lifestyle stakeholders.

Along with a soft launch event at Jus Burgers Subiaco (one of the original supporters of The Beyond Burger), I secured a live radio “vego burger taste comparison” (incidentally, The Beyond Burger won - hands-donw!) on 94.5FM morning radio with Clairsy, Matt and Kymba, a Tony McManus interview on ABC Saturday Night radio, a Sunday Times YouTube and PerthNow feature story with food reviewer, Fleur Bainger and unlimited Instagram coverage via targeted stakeholder engagement.

Well within budget, the campaign created the desired “buzz” anticipated by Future Farm Co, and the product is now well established in the Perth market — thus continuing to thrive among vegans, vegetarians and those seeking an occasional plant-based, meat-alternative.