Why Beyond Meat is getting roasted over its celebrity partner

Beyond Meat has appointed celebrity Kim Kardashian as its first chief taste consultant. The addition of Kardashian to the team was unveiled through an ad that was shared across Beyond Meat social channels, as well as on Kardashian's Instagram. "I believe so much in the mission of Beyond Meat that I've stepped in to help with my greatest asset - my taste," Kardashian said in the ad.

Since the ad launched last night, the video has garnered over 24,000 likes and 3,000 comments on Instagram, as well as over 2,500 and 6,000 views on Beyond Meat's YouTube and Twitter channels respectively.

While some netizens showed their support for the partnership, the overwhelming majority questioned if Kardashian was the best fit for the partnership. One user said: "[Beyond Meat] using a Kardashian in [its] advertising is when I leave the room," while another commented: "Such a fun brand with a spokesperson no one can relate to".

Several users also pointed out that Kardashian does still eat meat and the brand should have endorsed "true vegans" instead. A few netizens also pointed out that Kardashian was never shown taking a bite of any of the dishes on screen, questioning if Kardashian really did consume the meat at all.

However, one user on Instagram said that, ideal or not, Beyond Meat endorsing Kardashian was a smart move and a win in many capacities. "To have [Kardashian] encouraging her 300 million-plus followers to eat plant-based is simply a win for animals and the environment no matter how you view it. None of us - and I do mean none of us - have that type of influence and access to that many people globally on none of our social media platforms like she does," he explained.

Meanwhile, Beyond Meat said in a statement that it chose to work with Kardashian as she is an icon synonymous with impeccable taste in food, fashion, beauty and more, with a high level of influence. "[Kardashian] is highly selective of brands she partners with but chose to work with Beyond Meat as a long-time fan of the brand’s products and mission," the brand added.

A quick check by MARKETING-INTERACTIVE showed that Beyond Meat's stock declined by 7.01% following the launch of the campaign.

The partnership will see Kardashian highlight Beyond Meat's "delicious, nutritious and sustainable product portfolio" with her signature recipes and engaging creative content. Additionally, Kim will share her favourite Beyond Meat products through the brand's newsletter, including exclusive offers, recipes and content, among others.

Kardashian added that she is thrilled to be featured as the brand's chief taste consultant to inspire people to include Beyond Meat in their diets. "I am really inspired by Beyond Meat’s mission and love that they are not only making plant-based eating delicious and accessible, but are doing so in a way that benefits both people and the planet. It’s empowering to know that the small changes I’m making for my family, like incorporating more Beyond Meat into our meals, can add up to make a big impact,” she added.

Kardashian joins a growing roster of celebrities who have become Beyond Meat ambassadors, including Kevin Hart, Shay Mitchell, Snoop Dogg and Liza Koshy.

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