Beyond Meat has announced a new partnership with Peter Andre and barbecue maker Weber to promote plant-based options for the barbecue season.
The campaign will feature the singer and celebrity team up with a group of barbecue experts to share their top tips on how to make the most of the Beyond Meat plant-based range in summer. Andre will support with a PR and social media campaign as part of the brand’s #BBQBeyondSquad.
Along with Weber UK grillmaster Dan Cooper and social event stylist The Social Set Up, Andre will help consumers create “the tastiest, most stylish and social-worthy barbecue this season”.
According to research from the brand, 54% of Brits were not sure what to feed non-meat eating guests.
“The survey highlights Brits are in dire need of barbecue upskilling,” said Bram Meijer, marketing director EMEA at Beyond Meat. “We want to show the UK how easy and delicious it is to grill plant-based meat [alternatives] this summer and share tips on how to create the best barbecue experience.”
“I’m delighted to be teaming up with Beyond Meat to inspire more people to put plant-based on their barbecue this summer,” said Andre. “Their burgers sizzle on the grill and taste amazing. It’s as easy to cook as meat, and is much better for the planet.”
The range, which Andre describes as making it “incredibly easy to live a flexitarian lifestyle”, includes the Beyond Burger, Beyond Sausage, Beyond Mince and Beyond Meatballs.
The activity with Andre will be bolstered by the partnership with Weber, which will give consumers the chance to win a Weber Traveller BBQ worth £485. This partnership will be online, on social media and in store with the brands planning barbecue-themed activations and promotions with retailers throughout June and July.