Beyond Meat has selected Isobel as its creative agency for Europe, aiming to promote sustainable dietary choices with innovative campaigns.
Beyond Meat Appoints Isobel as Pan-European Creative Agency
London, October 6, 2023 – Beyond Meat, the renowned US-based plant-based meat brand, has selected independent agency Isobel as its pan-European creative agency of record. This decision comes after a competitive pitch process facilitated by The Introduction.
Unlike previous arrangements where creative duties were handled on a project basis by various agencies, Isobel will now take on a holistic role in promoting Beyond Meat’s brand mission across Europe. The agency will be responsible for creating campaigns that align with Beyond Meat’s focus on encouraging positive dietary choices for the health of the planet.
Beyond Meat, which has its European headquarters in Amsterdam, expressed enthusiasm about the partnership. Bram Meijer, the Regional Marketing Director for EMEA at Beyond Meat, emphasised the need for an agency that understands the intricacies of cultural and food trends across diverse markets. “Beyond Meat is a brand that requires a creative agency partner that truly understands cultural and food trends by market, as well as the ability to create memorable, standout creative work. We are looking forward to working with Isobel to create a truly outstanding, award-winning campaign,” said Meijer.
Isobel’s appointment marks a significant moment for the agency, which has demonstrated its capability to handle major accounts in the ever-evolving plant-based food sector. Jamie Williams, Managing Partner at Isobel, expressed optimism about the collaboration. “Beyond Meat is a fantastic and energetic brand with so much potential to grow across Europe. The way we all eat is changing, and our consciousness of the link between our diet and the planet’s health and future is growing fast. Beyond Meat is right at the centre of all of this. It’s an incredibly exciting and important brand to be working with,” said Williams.
Prior to this, Beyond Meat had enlisted the expertise of Boomerang, part of Publicis Groupe, for their 2022 campaign titled “Go Beyond”. Most recently, in January 2023, Oliver Agency, owned by Brandtech Group, collaborated with Beyond Meat on the “Taste You Can Believe In” campaign. Both agencies have expressed pride in the work they completed during their respective tenures. An Oliver spokesperson commented, “While Oliver weren’t the official creative agency for Beyond Meat and only collaborated on projects, we are incredibly proud of the work we did together and we wish them all the best in the future.”
Beyond Meat also secured OMD as its media agency in 2021, further fortifying its marketing strategy to expand its presence in the European market. Additionally, Isobel has recently added another plant-based food company, Gosh! Food, to its roster of clients, highlighting its growing footprint in the sector.
As Beyond Meat continues to position itself as a leader in the plant-based food market, the collaboration with Isobel is anticipated to bring innovative and engaging campaigns that resonate with European consumers and contribute to the brand’s mission of promoting sustainable dietary choices for a healthier planet.