Beyond Sausage® European Debut
Beyond Meat - Surprise & Delight Campaign
Priceless real reactions when unsuspecting German soccer fans try the sizzling Beyond's Sausage
· CLIENT ·
Beyond Meat
· Creative & Art Director (Vexquisit Studio) ·
Roxy Vélez
· SCOPE OF WORK ·
Live-Action Production
Audio & Video Editing
Cinematography
Art Direction
The Brief
Beyond Meat needed to launch the Beyond Sausage in Europe at ANUGA 2019 (the world’s largest food fair). Following the successful debut of the Beyond Burger, the objective was to generate immediate media buzz and drive B2B interest from retail and restaurant buyers.
The deliverable: a 60-second hero spot, plus 30s and 15s cutdowns, capturing a surprise-and-delight tasting event with hardcore German soccer fans.
The Strategic Challenge
The core challenge was cultural translation. North German culture is notoriously reserved. We needed to capture authentic, expressive reactions from unsuspecting meat-eaters that would prove the product’s taste, while ensuring those reactions translated effectively to Beyond Meat’s global, highly enthusiastic audience. We had to guarantee that local restraint wouldn’t flatten the campaign’s global impact.
Creative Execution
To bypass the reserved demographic and build excitement, we anchored the visual story in high-energy, documentary-style authenticity.
Visual Pacing
We established the environment on the opening: food truck setup, sizzling grills, and a spotlight on restaurant partner Otto Burger. Before transitioning into a rhythm that matched the escalating energy of the stadium crowd.
Audio Strategy
We selected a raw, rock-driven track to match the brand's disruptive tone. To ensure the "surprise" translated without feeling staged, we heavily enhanced the Foley and ambient sound design (sizzling meat, grill mechanics, stadium noise) while isolating and cleaning the raw vocal reactions so the messaging cut through clearly.
Impact
The campaign successfully positioned the Beyond Sausage as a plant-based alternative capable of fooling traditional meat-lovers, securing heavy media engagement and driving retail demand.
B2B Success: Served as the primary proof-of-concept media at Beyond Meat’s ANUGA 2019 booths, driving direct European buyer interest.
Cultural Reach: Generated 100k+ organic views across Instagram and Facebook.
Press & Industry Coverage
Amplifying European market entry and trade debut across international news, food tech, and business media:
Client testimonial
"Roxy and the team at Vexquisit took the time to really understand our project objectives, and they delivered strongly against our creative brief. They were also a pleasure to work with."
