Beyond Meat has enlisted NHS GP Dr Amir Khan and fitness entrepreneur Lucy Mecklenburgh to front a nationwide campaign to help the UK get back into healthy eating post-summer.
Plant-based giant Beyond Meat is stepping up its nutrition push for its post-summer marketing drive in the UK.
The company is kicking off the Beyond Busy: September Reset campaign through a partnership with Dr Amir Khan, an NHS doctor who regularly appears on ITV’s Lorraine and Good Morning Britain, and Lucy Mecklenburgh, a fitness entrepreneur and former star of The Only Way Is Essex.
The two TV personalities join as Beyond ambassadors with the aim of getting the UK “back into balanced diets”, consistent mealtimes and healthier routines after the holiday juggle.
“September is a natural moment for the nation to reset routines and we want to show that eating well doesn’t have to be complicated, restrictive or time-consuming,” said Ellie Stevens, UK head of brand for Beyond.
“Through practical advice and delicious recipes, we’re helping people discover simple ways to add more variety to their weekly meals,” she added.
Healthy eating campaign to focus on the whole family
Beyond’s autumn campaign will provide realistic advice, quick meal inspiration and practical nutrition tips that fit into everyday routines, as it aims to shatter the illusion that eating well is complicated, takes time, or needs to be perfect.
“We’re delighted to be working with Dr Amir Khan and Lucy Mecklenburgh to make this back-to-routine moment easier for the nation. Together they bring a unique combination of trusted medical expertise and relatable life experience,” said Stevens.
Khan, a bestselling author and leading voice on evidence-based healthcare, family wellbeing and preventative medicine, will share expert advice on building healthier eating habits for the household by cutting through common nutrition myths and offering simple, evidence-based guidance.
He plans to champion realistic, achievable changes to take the stress out of mealtimes, with actions including adding variety to meals and swapping one or two dishes for a high-protein plant-based option every week.
Mecklenburgh, who is the founder of Results Wellness Lifestyle, will present tips on keeping mealtimes simple, nutritious, and enjoyable while juggling work and family life, offering practical dinner inspiration and recipes using Beyond products.
“Like most working parents, my life gets incredibly busy once the school routine begins again. I’m always looking for meals that are quick, nutritious and that the whole family will actually enjoy,” she said.
“I’m excited to partner with Beyond Meat to share some of my post-workout high-protein meals and our favourite family recipes to show how easily having a balanced diet can fit into real life without adding extra stress.”
Can celebrity partnerships dig Beyond Meat out of its hole?
The campaign will spotlight Beyond’s range of meat-free products, including its signature beef burger and the recently launched steak pieces, through national media interviews, recipe content, social media and seasonal lifestyle features.
The partnership with Khan and Mecklenburgh aims to inspire meat-reducing and plant-curious Brits to discover how the company’s products can become a “delicious, versatile and convenient” part of a balanced lifestyle.
“September often feels like a fresh start, but healthy eating shouldn’t mean chasing perfection. Small, realistic changes are much more likely to become lifelong habits,” said Khan.
“I want to help the nation feel more confident around family nutrition, take the pressure out of mealtimes and show that introducing more variety – including plant-based meals using Beyond Meat – can be both simple and enjoyable.”
The September campaign follows Beyond’s partnership with former England footballer Karen Carney. The broadcaster and Strictly Come Dancing winner has been vegan for several years, and linked up with the company in time for BBQ season and National Hamburger Day (August 27).
The Nasdaq-listed firm, now also known as Beyond The Plant Protein Company, has a long history of celebrity partnerships. Back in its home country, it has teamed up with New York Knicks’ NBA-winning star Josh Hart to promote its new Beyond Immerse line of protein drinks, which have been rolled out in stores across New York and Erewhon in Los Angeles.
This move into the beverage category is an attempt to turn around six consecutive quarters of revenue decline, with Beyond becoming a meme stock as its share price fell to a record low. It has been forced to deny rumours of bankruptcy, and this month initiated a reverse stock split that converted every 30 shares into one to avoid being delisted from Nasdaq.
