BFY & B2B Opps: Beyond Meat launches new product amid skyrocketing digital spend

Beyond Meat (BM) is expanding, well, beyond burgers; it recently launched plant-based chicken tenders at 400 indie restaurants. The product will support smaller restaurants hit by the pandemic, and it comes amid a chicken shortage. 

So far this year, Pathmatics reports BM has spent roughly $334.7kk on digital ads, already 91% of the roughly $366.2k it spent in all of 2020. The company's estimated full-year spend ($366.2k) reached 84% more than that of $198.5k in 2019. BM has earned around 45.4m digital impressions YTD via Instagram (70%), Facebook (29%) and desktop display (1%) ads.

Plant-based meat alternatives are rising in popularity, especially among better-for-you (BFY) Gen-Z and millennials. BM targets Gen-Z and millennial consumers, along with restaurants. I expect spend to continue rising as the company continues expanding its chicken product's reach.

Agency & martech readers - BM shows no major signs of upcoming reviews, so focus your attention elsewhere for now. The company works with creative shop Mythology.