Plant-based meat and cheese company Field Roast launched its new social platform, “No Beef,” ahead of Super Bowl LIX (Feb. 9) to highlight the benefits of going beef-free on your plate and in your life. Playing on recent music-industry beef between rappers Kendrick Lamar and Drake, the campaign uses targeted Spotify ads that talk about music beefs and which feature on playlists of artists known for their feuds.
D’Arcy Finley, VP of brands for Field Roast, tells strategy that tapping into culture has been central to the challenger brand’s growth.
“Riding ‘cultural currents’ isn’t just about hopping on trends for their own sake,” Finley says. “As a category, plant-based brands are facing a few key challenges. Inflation and the cost of food mean more people are returning to past familiar foods as they’re more affordable. Second, reaching new plant-based curious consumers requires continued education on taste and ingredients. Translating our bold ethos into daring ideas that drive buzz and chatter is how we continue to breakthrough and build brand love.”
One way for Field Roast to breakthrough was to highlight the upcoming Super Bowl rivalry between the Philadelphia Eagles and the Kansas City Chiefs. While it’s the biggest game in American football, the Super Bowl has become “increasingly borderless,” Finley adds.
“We see it as a crucial moment to connect with our audience and build brand relevance and affinity,” he says. “As a beloved ‘centre of plate’ food brand, it’s also a critical occasion for Field Roast to participate in. Talk to any plant-based consumer and you’ll hear them complain about the lack of options for them.”
Field Roast’s “No Beef” campaign features the voice of podcaster and music historian Alan Cross, who is also the host of the popular show Ongoing History of New Music, which often explores famous feuds between musicians. The creative imagines a world where notorious breakups never happened between musical brothers, rappers and even The Beatles.
“What’s unique about ‘No Beef’ from previous campaigns or activations is that it’s a repeatable platform,” Finley says. “It’s not tied to a single moment in time. So, expect to see us explore this over the coming months. As long as there is a beef to be squashed, we’ll be ready.”
The campaign, which was launched in collaboration with creative agency No Fixed Address, also encourages people to tag Field Roast wherever they see beef by offering free plant-based products as a reward for participation.
“We’ve spent the last year rediscovering our voice and establishing our role in social media,” Finley says. “‘No Beef’ is building on this momentum of riding cultural currents that are relevant to our brand and our audience. It started with our very successful Brat(wurst) activation. Now people expect us to continue to bring bold, culture-forward ideas.”
Maple Leaf, Canada’s largest meat processing company, acquired Seattle-based Field Roast Grain Meat in 2018.
