Insight

 

Beyond Meat Burgers bleed like real meat, lots of vegans hate that it bleeds because it makes it too real.

Idea

Beyond Meat challenge the perception that all veggie burgers a bland and dry.

Strategy

Too meaty for vegans, perfect for meat lovers.

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Instagram would be used to warn people about the content they share, as it could be too meaty for vegans to handle

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Introduce packaging flap with blurred panel

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