The Brief

Convince skeptical meat-eaters that a plant-based burger isn't ruining their dining experience. Instead, they replicate the exact similar taste, texture, and aftertaste of a real meat patty.

The Idea

Instead of continually preaching to audiences about plant-based options, a guaranteed way to make them tune out, we used a typographic bait-and-switch. A playful "Sorry" disarmed their skepticism, paving the way for us to boldly showcase Beyond Burger's rich flavour, juicy texture and uncompromising meatiness.

Tone of voice

Conciliatory yet confident, witty, sensory-driven.