Beyond Burger’s Email Marketing Builds Its Success

A plant-based alternative to an iconic American food uses email to mark the progress of its national rollout. Mailer Name: Beyond Meat Date Emailed: February 15, 2017 Launched in May 2016 in a few markets, the Beyond Burger attracted attention as the first veggie burger sold in the meat section of grocery stores. On its website, consumers can opt in to receive the company’s email and follow the company’s drive to succeed in the marketplace. One measure of success is winning acclaim from media companies. “Fast Company Names Beyond Meat One of the Most Innovative Companies of 2017!” reads the subject line of this email. A few lines of copy note the honor of standing in the company of companies like Amazon and Google. A link leads to the website for more of an explanation, as well as another link to the original story. Another link leads to an up-to-date listing of the markets carrying the Beyond Burger. The next article in the email links to a story in Time magazine about the effectiveness of plant protein in building muscle. This does two things to deepen the buy-in from the customer. First, it reinforces the brand as a thought leader in the industry. And second, it provides additional support for the consumer’s decision not to buy meat because of its alleged superiority in providing protein. Two other pieces of content keep the customer clicking. One is a review and recipe from a fan for a BBQ version of the burger. Although not directed or sponsored by the company, it’s smart to leverage whatever content users can develop. Another bit of teaser copy clicks through to an article by Tia Blanco, a professional surfer. She offers tips on how to become a vegan, and endorses Beyond Meat, as well as other animal food alternatives. The Takeaway When offering an alternative to a long-lasting product, sometimes you need to meet customers where they already are.

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Beyond Burger’s Email Marketing Builds Its Success

Paul Bobnak

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Paul Bobnak