FMN 011: Going Beyond Traditional Food Marketing with Will Schafer

Is it possible to change the way people think about a food they’ve loved their entire lives? Today’s guest will tell you that it isn’t easy, but with a great product, and outstanding marketing, it is possible. Will Schafer is the Director of Marketing at Beyond Meat, a company that has been changing the game around plant based protein. And it’s not just vegetarians and vegans, carnivores are embracing their products and for good reason, because they taste exactly like actual meat. In our interview Will talks about how Beyond Meat has been successful in pushed back against conventional norms, especially with their newest product, the Beyond Burger. Even though Beyond Meat has created its own category, the marketing and social media strategies we discuss can be super effective for any food or beverage company launching a new product. In this episode, we talk about: How to introduce a product to a demographic outside your core customers Why social media is so effective for revolutionary food brands How to create demand before your products even launch And a ton more…