Beyond Meat: Yes, Meat Grows on Trees
Print • Spring 2025
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This speculative magazine campaign for Beyond Meat leans into the absurd by imagining a world where burgers grow on trees and sausages sprout from the ground. The centerpiece is a fake feature article about the Hendershaws of Sprout County — America's only family where "meat and potatoes" means harvesting both from the same backyard. Ma Hendershaw tends to the brisket bushes. Little Timmy shakes the Beyond Burger tree. Grandpa reminisces about the old days while watching his LDL cholesterol drop.
The copy plays it straight, delivering real product benefits (97% less land, 97% less water, 0mg cholesterol) through the deadpan lens of agricultural lifestyle journalism. A companion ad strips it down to the essential joke: "Yes. Meat grows on trees. Find it in the meat aisle."
The approach sidesteps the usual plant-based messaging playbook with no preachy environmentalism, no defensive comparisons to "real" meat... and instead builds a world so committed to its own ridiculous premise that you can't help but smile. And maybe crave a burger.