HOW BEYOND MEAT USES BUYER PSYCHOLOGY

Summary from the TLDR Marketing newsletter

Beyond Meat is valued at over $455 million. Its marketing is a lesson in how to effectively position and categorize a product. The brand used the Bandwagon Effect in its advertising by positioning meatless alternatives as a social norm, rather than a niche product. Beyond Meat strategically placed its products in the meat section of the grocery store — not hidden away in the health foods section. The company also tapped into the growing consumer consciousness about the environment by framing its product as a more ethical alternative to regular burgers.