Beyond Meat campaign stars investor and NBA star Kyrie Irving
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Beyond Meat Inc. is putting one of its newer investors, National Basketball Association star Kyrie Irving, in the center of its new paid media push as the vegan food maker gears up to go public.
The Boston Celtics star is featured in the “Go Beyond” digital campaign breaking Wednesday, which is the 10-year-old company’s first substantial paid media push.
A video featuring Irving starts off with the NBA star talking about how when he was in fourth grade he wrote down his goal of playing pro basketball. Viewers who miss the opening seconds might mistake the video for a Nike spot rather than one for a food company, save for imagery such as the new green Beyond Meat logo in the corner and on a cap. Irving only briefly mentions his diet toward the end of the 60-second clip.
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