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BEYOND MEAT X KIM KARDASHIAN
BEYOND MEAT APPOINTS A NEW CHIEF TASTE OFFICER
A newly launched partnership between Kim Kardashian and Beyond Meat broke the internet with a viral video moment where the tastemaker samples her favorite offerings from Beyond Meat dishes, delivering a reassuring approval mid-chew.
As the newly appointed Chief Taste Officer, Kim Kardashian leverages her status as an iconic cultural tastemaker to give Beyond Meat her highly sought-after stamp of approval.
THE RESPONSE
When Kim K does ANYTHING, there’s bound to be critics coming out of the woodwork to invent controversy. In our case, the dark side of the internet invented a conspiracy that our “Taste Consultant” didn’t actually eat the food she was promoting. Just as this story was taking off, we responded with an “outtakes” edit that showed Kim happily eating LOTS of Beyond on set and in between takes. This second edit created an entirely new wave of impressions and kept the campaign in the conversation for an extended news cycle.
32M KIM K. VIEWS
1.5M BEYOND MEAT VIEWS
CONSUMER RESEARCH / BRAND STRATEGY & POSITIONING / CREATIVE CONCEPT / VISUAL DIRECTION / DESIGN / CONTENT CREATION / FILM PRODUCTION / TOOLKIT DEVELOPMENT / EDIT & POST PRODUCTION / PROJECT MANAGEMENT
Creative Agency: KAMP
Director: Michael Johnson
Director of Photography: Corey Rood
Photographer: Pierre Auroux
Food Stylist: Paty Winters
Production: KAMP
Post: KAMP
May 2022
